Unicredit Bank Promo, Case study TROPHY TOUR by Mediacom Vienna

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Austria
Agency Mediacom Vienna
Creative Director Martina Frank, Johanna Kratky
Creative Markus Lahner
Released October 2010

Credits & Description

Category: Financial Products & Services
Product/Service: BANK SERVICES
Date of First Appearance: Oct 11 2010
Entrant Company: MEDIACOM, Vienna, AUSTRIA
Chief Executive Officer: Joachim Feher (MediaCom)
Junior Communication Planner: Alexander Grafl (MediaCom)
Chief Creative Officer: Willibald Cernko (UniCredit Bank Austria AG in-house)
Creative Director: Martina Frank (UniCredit Bank Austria AG in-house)
Creative Director: Johanna Kratky (UniCredit Bank Austria AG in-house)
Creative: Markus Lahner (UniCredit Bank Austria AG in-house)
Media placement: Radio - Cooperation With 88.6 - 03. October 2010
Media placement: Online - Sport.orf.at, Laola1.at, Sms.at, Oe24.at - 01. October 2010
Media placement: Mobile - IPhone - X - 04. October 2010
Media placement: OOH - Station Branding - 5 High Frequented Public Transport Stations In Vienna - 04. October 2010
Media placement: Ambient – Branded Cars - 10 Cars In Vienna - 20. September 2010
Media placement: OOH Digital - Vidibox - In Front Of The “vienna State Opera” - 14. October 2010
Media placement: Ambient - Channel M - 40 McDonald Restaurants - 23. September 2010
Media placement: OOH – Railway Stations - 2 Railway Stations In Vienna - 15.September 2010
Media placement: Special Ad – Interactive Wall - Railway Station Wien Mitte, Vienna - 01. October 2010

Insights, Strategy & the Idea
A bank is by far not the most emotionally enticing thing, but football definitely is.

To create public interest, a new media execution was needed that would inject passion and emotional involvement into a seemingly bland topic like banking.

Being one of the main sponsors of the European Champions League, UNICREDIT needed to transport the popularity of this passionate game people were having onto their products. Bearing in mind that one cannot change a bank’s perception through the use of advertising space across football stadiums alone, the UNICREDIT Trophy tour was set up.

The challenge was to promote the Trophy tour stop in Vienna in an interactive, appealing and varied way, like the event promised to be.

Creative Execution
The UNICREDIT tour included several stops through various European cities including Vienna, where soccer fans could gather in celebration of this dynamic sport. Fans also had the chance to participate in a street soccer tournament or snatch an autograph with their football heroes.

The range of local communication executions included redesigned bus shelters that appeared like small football fields to branded electromagnetic flyers promoting the event scattered across subway stations and house doors.
A large interactive screen right on the platform of the city centre railway station invited passersby to a virtual football game. Branded Bluetooth stations that offered the Champions League song as a ringtone were placed across bars and railway stations.
Furthermore, the tour stops and its program were promoted through local radio cooperation, tailored print solutions and via online advertising to attain high reach and broad awareness.

Results and Effectiveness
The mixture of new interactive elements was met by the public which reflected on excellent response rates. Within 2 weeks we counted 11,619 downloaded Champions League ringtones and 36,642 interactions on the interactive gaming screen.

In total 20,400 football fans visited the UNICREDIT Trophy tour stop in Vienna, exceeding any number of football fans gathered at matches of the Austrian league.

Countless pictures of football fans celebrating with their heroes and the famous European Champions League trophy, and thus creating unforgettable memories were now connected to Bank Austria and banking.