An idea from students at the School of Design and Communication ( School of Communication ) inspires O2's new campaign for college students

O2 has launched "Busco Piso," a campaign aimed at college students who share housing at the start of the academic year ( academic year). The initiative stems from the " work " project developed by a team ( group ) of marketing students from the School of Communication University of Navarra, winners of the challenge posed by Telefónica in the 7th edition of the Eficacia Universities Program and organized by the Spanish association of Advertisers.

The campaign is an example of how university talent can be transformed into initiatives with real-world applications in the market. O2 has launched a nationwide campaign that will run for three weeks at 42 Spanish universities and has the potential to reach more than 1.1 million students.

The idea stems from a reality that is all too familiar to college students: at the start of the school year, thousands of students look for an apartment and learn all the details about the living space, but know almost nothing about the people they’ll be living with. Building on this concept, the students developed a “ proposal ” that positions O2 as the ideal roommate, applying the brand’s defining attributes—such as transparency, simplicity, trust, no minimum contract terms, and final prices with no surprises—to the context of shared living.

The team, led by Professor Cristina Sánchez Blanco and consisting of Andrés Arbuniés, Gabriela Guirola, Aitana Heredia de Arriba, Marta Meseguer, and Marcella Regenga, earned the jury’s recognition, competing against teams from thirteen Spanish universities.

Planned activities include a presence on university-relat campus , a roadshow at various Spanish universities featuring experiential activities, collaborations with content creators, and specific initiatives in cities with a high concentration of students. The campaign will also be featured on platforms closely tied to college life and the search for accommodation, such as Wuolah, Fotocasa, and Idealista.

This initiative is an example of partnership collaboration between business and the university, which exposes students to real-world communication and marketing challenges while offering new perspectives on connecting with younger generations. The evolution of the proposal —which began at the University of Navarra and has grown into a national campaign— demonstrates the value of incorporating university talent into brand innovation and creation processes.