S
PHERE
127
H3G Austria
launched
a special package called
3Visuell
in October that enables more than
15,000 deaf people and their sign language-
fluent relatives to communicate inexpensively
via a video mobile phone.
The special price is 50% lower than for similar
3
offerings and the price for SMS is also
lower.
3Visuell
is not just offered to the
deaf, but to relatives and friends as well.
3
also introduced an
interactive sign
language
dictionary
available free
on the
Austrian
3Zone
.
Sign of the Times
Fashion on the Move
In a move that will see
music fans dancing
in the streets in Europe,
3
has signed a deal
with
MTV
to distribute music videos
on its networks.
Customers can access music videos, live
performance footage and music news
reports.Tailored clips from MTV’s own
programming, such as
Jackass
and
Dirty
Sanchez
, will also be available.
MTV will provide localised content in
four categories.
Daily News
features
showbiz news and gossip;
What’s Hot
includes reviews of live performances
and videos;
Best of MTV
uses clips from
MTV’s own programming and
MTV
Live Lounge
provides archived live
performance footage.
MTV on 3
EUROPE
A newTV commercial
launched by
H3G
Australia
in September taps into the visual
nature of video calling in a very emotional
way, illustrating the benefit of being able to see
rather than just hear.The commercial opens
on a father working in his office. He receives
a video call from his daughter who is at
school.We quickly establish she is hearing-
impaired. She uses sign language to
communicate with her father about what time
he will pick her up from school.
This simple communication is only possible
through video calling and it supports
3’s
proposition of making an everyday moment
better with
3
.
The campaign was developed after general
public feedback on how useful
3
would be to
the deaf community. During the campaign,
3
worked with the
Royal Institute for Deaf
and Blind Children
to develop scripts and
ensure sign language was easily understood
over a
3
mobile.
The clip has researched as one of
3’s
most
recalled TV commercials with wide appeal
across all ages.
See with 3
AUSTRALIA
3’s
“teaser”TV
campaign featuring
beautiful celebrities Malika El Hazzazi,
Luana Spagnolo and Alexandra Merino
was aired in Italy from Sept. 21, followed
by the release of three new commercials
on Sept. 28.
Tantalising TV
ITALY
Italian weekly
Venerdi di
Republica
carried an article
in October that focused on seniors as
a unexplored market for new technology,
specifically 3G mobile video phones.The
piece made reference to the TV campaign
of
3’s
Australian counterparts, in which
a grandmother in Italy is able to see and speak
to her family in Australia.
Continuing on the theme of the seniors
market,
H3G Italy
is launching an
educational course for the elderly that teaches
them about the uses of the new technology.
To celebrate the October
launch of its
Fashion
& Lifestyle
channel,
H3G Austria
sponsored
“A la Mode”— a fashion show inVienna
featuring top international designers presenting
the looks of their spring and summer
collections 2004.As the models strutted the
catwalks, subscribers of
3
could
enjoy the event via near-live
coverage to their handsets.They
were also able to view background
information and exclusive
interviews with the designers, who
included Anne Klein, Escada, Zegna,
Exte, GF Ferré, Just Cavalli,Versus
byVersace,Tommy Hilfiger and
Hugo Boss.
3
also delivered pictures and
videos of the after-show parties.
Seniors Synergy
ITALY
AUSTRIA
AUSTRIA
H3G Italy
launched
Tua
in September, the first
prepaid offer that includes free use
of a video mobile phone. For a “one time
only” sign-up fee of
E
99, customers are given
a videophone, which
3
will replace
periodically with
a new
model, cost
free.
Monthly
tariff plans
start at
E
30.
Customers were also offered a
VideoChristmas
promotion in which the first minute of every
Videocall to any
3
number was free.
The company meanwhile launched
3 for
Business Open
, a partnership programme
in which
3
offers instruments and platforms to
the software houses who are invited to bring
business applications into mobility.
Tua
Good for Words
ITALY
T E L E C O M S
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