This paper demonstrates how, after years of customer losses and dropping from number two in the market to number four, O2 Germany got back to growth. The company developed a brand platform based on the ‘Oh!’ reaction people make to surprising entertainment content. It took existing popular short clips and rebranded them as ‘O’ moments, and extended this approach to podcasts and clips from a hit German TV show. The impact of the advertising helped the brand win 740, 000 more new customers for O2 Germany than its main rival, Vodafone. The activity resulted in 2% revenue growth generated a net profit of €50.2m.