English 
The Observation
Every telco has a TV product on offer by now. But when looking at how it is being promoted in-store, it is mostly just a TV playing with some visual merchandising around. The remote control may be at reach, but customers do not dare to touch it. O2 wanted to be different.
The Solution Design
We created two distinct interactive TV experiences for o2. One centered around the o2 TV app which we rebuild to make it more intuitive for first-time users. Each click triggered a guiding message, thus helping the customer to intuitively learn about the greatness of the solution. The other experience consisted of a sensor in the remote control which, once lifted up, triggered helpful information on the TV screen to allow customers an immersive exploration.
The Result
For the first time, customers could really interact and try a TV product at a store without getting lost or even frustrated. The intutive solution was further supported by a clearly constructed "call-to-test" and an interactive tablet that allowed for even deeper dive information about features, benefits and pricing.
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