ambuzzador - A1 ambassador

A1 ambassador

Customer: mobilkom austria AG (Leading Mobile Operator in Austria)
Period of time: 02/2005 – 06/2006
Type of project: Brand Ambassador Program

The Story
Based upon the A1 Trendscout project we developed a Brand Ambassador program to involve the Youth Segment into the Marketing of A1. The targets set were increasing the market share and improving the image perception. The biggest Austrian universities were staffed with a team of brand ambassadors. The ambassadors initiated the most spectacular marketing promotions at their universities. The response of their peers was extremely positive. The A1 ambassador
program succeeded thus in three ways:
- A1 was successfully brought to the daily agenda of the target group of university students.
- The image perception improved significantly.
- Gross Add supporting Word of Mouth was generated.

Selected Ideas realized:

“The big, yellow Breakfast Box”
- Promoted tariff: No monthly fee for three new subscribers. Promotion: Breakfast for free - for three!

“We love letters”
- We started the semester with a Guerilla Campaign. A fake self-help group against free SMS acted as organisers of a protest campaign against the new A1 offer “SMS free of charge into all networks”. The message: “Back to the roots. Writing letters is much better than writing SMS. The free SMS-offer is an affront to the real values.“ The website supported the protests. Every linked word lead to an official A1 Youth Website. Here the secret was disclosed: the promotion of the new youth tariff from A1.
- Target: Catching the students’ attention for the new youth tariff of A1 XCITE with „free SMS into all mobile networks“

“Becherbox”
- The main part of this promotion was a self-made box that resembled a phone booth. The box consisted of four walls, each measuring 2 meters in height and length, with 10 plastic drinking cups positioned on one side and only one cup on the oppsite side. One of the ten cups was connected with the single cup on the opposite wall by a thin string. The string conveyed sound waves from one cup to the other. The students passing by were invited to try to find out which of the ten cups was connected to the other side by listening to a promoter talking into the single cup. If the student was able to find the right cup, s/he had to repeat the sentence heard, which always dealt with different aspects of the youth tariff A1 XCITE UNLIMITED. For every sentence repeated correctly the students were awarded with a prize.
- Target: Catching the students’ attention for the new youth tariff of A1 XCITE with “unlimited talking inside the A1 net.”

“Empfangscheck”
- To emphasise the fact that A1’s GSM network reaches 98.5 percent of the Austrian public, a fake “coverage check” of the mobile phone network quality was held at different spots in and around the universities. Promotors dressed like official controllers stopped students to check the reception of their mobile phones.
- Target: Catching the students’ attention for the coverage and good quality of the A1 network, making it possible to keep in touch easily 24/7 and practically everywhere at your university.

“Kill your Langeweile”
- With Vodafone live! it is possible to enjoy watching TV on your mobile phone. This feature needs to be visualized and made touchable. The promotion succeeded in this task by engaging professional actors who performed short sketches inspired by popular TV series like MTV’s Pimp my ride or Sex and the City, TV Ads and News. The scenery of the performance was the display of an oversized mobile phone.
- Target: Making the Vodafone live! innovative multimedia offer touchable: Watch 14 different channels on your mobile phone for only 30 cent/day.

“SMS Kosten aufgedeckt”
- For this Guerilla Promotion we founded the society G.R.A.T.I.S. with the aim of protesting against the exorbitant high prices for SMS in the Austrian market. To expose the high costs for SMS (app. 20 Cents) a pricelist of different daily used products and their value in SMS is published on flyers and posters. Post its with the same message were stuck on toilet walls, telephones, in smoker's lounges etc. Promotors asked students to add their signature to the petition against expensive SMS.
- Target: Bringing the 0,- Euro SMS feature to the students top of mind. The tariff A1 XCITE UNLIMITED means 1,100 free SMS, i.e. 220,- Euro saved.

Pictures