Cannes Lions

A1 TELEKOM AUSTRIA

NITSCHE WERBE, Vienna / A1 TELEKOM AUSTRIA / 2012

Overview

Entries

Credits

Overview

Execution

The brief:A1, Austria’s leading telecommunications company, underwent a major brand re-launch in 2011. The agency was briefed, to communicate to the public the core values of A1; these being ‘close to the customer’, ‘friendly’ and ‘forward-thinking’.The solution:We went to Vienna’s main underground station, through which over 220,000 passengers pass per day. Here, we branded the station and installed an augmented reality projector which could make ‘passengers thoughts’ visible. On the screen, all passers-by could see themselves complete with moving thought bubbles! Passengers were surprised to see thoughts appear above their heads – written by SMS and assigned to individuals by our behind-the-scenes promotions team.The result:Over a 2-month period, we not only brightened up the days of those travelling in Vienna. We also put over 220,000 people per day in touch with our new brand, using this exciting new technology. And most of all, we encouraged people to share their thoughts, using A1 products and services. Because thought sharing is exactly what A1’s products and services are designed for. Substantial press coverage and word of mouth encouraged yet more people to visit this A1 augmented reality, ambient media installation – where thoughts were made visible.

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