The creative idea focused on the actual user experience and direct user benefit. This was communicated by taking the unchanged TV image and sound – in other words, the picture and sound quality to which TV viewers are accustomed – as a means of demonstrating the quality of live (!) TV on mobile phones.

Successful launch with rising demand for the “A1 Live TV” product. Elevation of the broadcast partner (ATV+) to the second largest broadcaster within the “A1 Live TV” line up.Proof of success was a 10 fold increase in both customer demand and use of live TV packages.