RED BOX LIMITED OFFER by Mediacom Vienna for Tele.ring Telekom

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RED BOX LIMITED OFFER

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Austria
Agency Mediacom Vienna
Creative Director Michael Heine
Art Director David Maninger
Released October 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: TELE.RING AUSTRIA
Product/Service: TELECOMMUNICATIONS PROVIDER
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: MEDIACOM, Vienna, AUSTRIA
Senior Communications Planner: Marion Obrist (MediaCom)
Client Services Director/Head of Creative Unit: Omid Novidi (MediaCom)
Communications Planner: Barbara Würstl (MediaCom)
Creative Director: Michael Heine (Blink)
Budget Director: Andrea Starl (Blink)
Art Director: David Maninger (Blink)
Text: Tobias Federsel (Blink)
Media placement: Billboard - Outdoor, Breaking Out Of The Format - 01.11.2009
Media placement: CityLight, Filled With Present Boxes - Outdoor - 10.12.2009
Media placement: Ambient - Creative Use Of A Container - 01.12.2009
Media placement: Print - Heute, - 24.11.2009
Media placement: Print - Krone Bunt - 29.11.2009
Media placement: Online - Countdown Ticker - News.at, Sms.at, Salzburg.com, Nachrichten.at, Msn.at, Oe24.at, Wetter.at, Derst - 02.11.2009
Media placement: TV - Ticker Cut In´s - ATV - 23.11.2009
Media placement: TV - All Austrian TV Stations - 02.11.2009

Results and Effectiveness
With this crossmedia campaign each creatively-used media endorsed the strategy. The reducing number of red boxes attained the desired effect. The Christmas sales objective of 6,500 contracts was reached in early December! By the end of the Christmas season we were able to exceed the total number of tariffs sold, by more than 100%! tele.ring was able to conquer the Christmas telecom business grabbing the largest piece of the Christmas cookie.

Creative Execution
We staged red boxes in various media channels, which decreased during the campaign period, creating desire for something strictly limited. Those limited red boxes were staged in different touch points, always pointing out the constantly declining number of available tariffs. The campaign was based on a TV Spot with several mutations, where the number of red boxes got lower and lower. Poster sites were used in a creative way, by extending the poster site by a tower of red boxes on top of it. A news ticker informed the viewer while watching selected TV shows and an online countdown displayed the remaining number of red boxes. City light boxes in urban areas were filled with boxes and emptied week by week. A huge glass container at a highly frequented Christmas market in Vienna also changed its amount of package during the campaign. Red boxed eye-catchers in all media channels.

Insights, Strategy & the Idea
As Christmas is the main season in the telecom sector, the market is fully cluttered with many different temporary offers. Instead of falling in the flow, tele.ring turned the tables by surprisingly offer an extremely cheap tariff, in a limited number of items. tele.ring and its testimonial the smart Indian, which stands for the clever choice of telecom tariffs boosted the desire with a teasing and limited offer. Special marketing objectives demand a special communication strategy. A limited number of tariffs, each represented by a red box created the core strategy. Target was to attract attention around the campaign to sell all the 6,500 tariffs before Christmas.