Cannes Lions

AL NETWORK/ZERO PLUS CALL RATE

SAATCHI & SAATCHI, Vienna / MOBILKOM / 2002

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Overview

Description

To make A1 “Topic of the day”To obtain a significantly higher number of subscribers for the A1 “network Zero Plus”.To create impact and awareness within the target group through the spectacular performance of the product benefit “internal calls for ATS 0,-”.To create interest in this special rate – at the same time highlight the leadership in innovation of A1 as a mobile communications brand. Background: Sunday newspapers can only be purchased via news-stands. The distribution vehicles contain a top crowner, a cash box and a plastic bag out of which the papers can be taken.The heart of the media idea was a never before realised media co-operation with the daily newspaper “Kurier”. The Kurier is one of the most important Austrian daily newspapers.The Co-operation package included:“The gift to Austria” - the “Kurier” for ATS 0 - on Sunday 18th November 2001.

This benefit was supported by the fact that on that very Sunday no cash boxes were fixed on the news-stands.A1 branding on the top crowner and the plastic bag.Massive branding on the cover page and the cover of each book (culture, economy ...) A1 related copy in the cover page newsline.Placed single page ads on pages, which have never been conceded to advertisers but were only reserved to the newspaper’s editorial department. The media team – led by Mrs. Getrude Prem/Omnimedia – significantly contributed to the negotiations between client, agency and the advertising department of the Austrian wide daily newspaper Kurier. The very special placements and the proposals for the high impact A1 branding on each “booklet” of the daily newspaper were contributed as well by Omnimedia. A1 was the topic of the day within the target group and the trade press for advertising/marketing.This type of media idea had never been realised in the Austrian market – truly unique.The co-operation package with Kurier included never before used placements and text solutions (such as news-ticker line on the main cover, single page ads. on page 3 and 5, pages normally dedicated to main politics-topics), which until that time had been given to any advertiser before.

For the first time in the history of “Kurier” the news-stands were placed without cash-boxes all over Austria, just to improve the effect of the product message “ATS 0,-”.The media idea and cooperation with the newspaper “Kurier” got top results in terms of awareness, impact, recognition and appeal of creation.This media co-operation was extremely successful both in terms of creative realisation and in its overall effectiveness.

By using an absolutely creative media solution the product itself and the figure “0” as a symbol for the offered rate had significant success within the target group.The number of subscribers increased for about 457% the very day after (in comparison to normal days), on Tuesday + 301% and on Wednesday + 164%.Client and Agency succeeded in positioning the product in a way that generated high impact in a broad general public and also caused directly related return of investment as seen above.Special attention should be given to the fact that the media idea and co-operation took place on one day only - Sunday 18th of November. Therefore the results became even more remarkable.

Execution

The media team – led by Mrs. Getrude Prem/Omnimedia – significantly contributed to the negotiations between client, agency and the advertising department of the Austrian wide daily newspaper Kurier. The very special placements and the proposals for the high impact A1 branding on each “booklet” of the daily newspaper were contributed as well by Omnimedia.

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