Media > Use of Media
A1 MMS
SAATCHI & SAATCHI, Vienna / SAATCHI & SAATCHI / 2003
Awards:
Overview
Credits
Overview
Audience
The objective is to promote the use of the new service 'MMS' (mobile-image-sending-service) and its features (i.e. current news including photos can be downloaded directly to your mobile) using an extraordinary media idea. In addition to this the campaign should strengthen the image of A1 as Austria´s most innovative mobile operator.
Execution
The idea originally came from the client. The media team was focused on the media planning regarding image, reach and selection of the most suitable Austrian newspaper.
Idea
• For the first time a daily newspaper was published without press photos in Austria• The campaign had an enormous impact (both awareness and usage)• An old media (newspaper) and a new media type (MMS) were linked to establish a new type of media experience, thus transforming press photos from 'dos to bits'• Perfect execution despite extremely tight time schedule (final press photos selected only 30 minutes before printing, and three hours before distribution)• The campaign is communicating and promoting the usage of MMS (mobile-image-sending-service) in a very clear and simple way
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