Cannes Lions

FREE INTERNET

ADVICO YOUNG & RUBICAM, Zurich / TDC / 2008

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Overview

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Overview

Description

Create a campaign that generates a maximum amount of attention for the following offer: free broadband Internet for everyone who also has a landline and mobile phone plan from Sunrise. Acquire as many new customers as possible.

Execution

We brought into being a group of activists who consider “cost-free Internet access” a basic need and who for that reason promoted “free Internet for everyone” with subversive actions. The group made direct contact with the public through actions on the street, films on YouTube and the microsite “freeinternet.ch.” The microsite offered various opportunities for taking part in the revolutionary movement. For example, there was propaganda material to download, films of guerrilla actions that could be sent on to friends and forums in which the topic of “free Internet” could be discussed.

All advertising measures were used in order to come in to contact with as many people as possible, to release a wave of interest and to create solidarity. In the resolution phase, as the concrete bundle offer was communicated, the solidarity swung in sympathy to Sunrise.

Outcome

271,917 visitors to the website www.freeinternet.ch; over 30,000 sympathisers left their signature on the website. 53 blogs took up the topic. 1,000 people per day applied for the bundle offer. The number of orders have increased five times since the beginning of the offer. The Sunrise call centre broke down because of the influx of calls in such a short time. The promotion was extended one month because of its overwhelming success.

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