Page 16 - Sphere No.19 (Jun 2007)
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14
SPHERE
on mobile at broadband speed.
The campaign, “
3
Leads the Mobile
Broadband Life”, promoted two differ-
ent service packs, the
3
HomePC and
3
HomeTV. Customers can “Watch
your Home TV wherever you are,
whenever you want” on your mobile
and “Bring your PC world with you
on your mobile”.
In one television ad, a smart young
man goes for a jog while being followed
by a television set. The message is clear
- it does not matter where you are, you
can watch your home television with
your
3
mobile. Another ad shows all the
icons of the Internet applications, with
a message that with
3
HomePC, you can
bring your PC with you anywhere. The
television campaign was supported by
printed ads, billboards, magazine adver-
torials and on-line advertising.
Austria, meanwhile, is another example
of a changing market. Up to the second
half of 2006, the campaign was concen-
trated on educating consumers
– explaining what
3
G can do
for people on a daily basis.
This approach has changed
dramatically and now has a
distinctly innovative, edgy feel.
“Our campaigns are now less fo-
cused on explaining a product or an
offer. Those features are not the hero of
our campaigns anymore. It is only the
hook,’’ explains Nicole Prop, Head of
Marketing Communications at Hutchi-
son
3
G Austria.
“Marketing communication right
now is all about compelling stories and
creating unique experiences. We are
moving to a more flexible campaign
architecture. Because the secret of suc-
cess at the moment is about surprising
people and the wow factor. We strongly
believe that this will be the way forward
in the future.’’
For example, the campaign for a new
tariff system which offers a “call me’’
bonus features self-made, hand-writ-
ten ads posted in urban landscapes that
have wild and crazy calls for action cov-
ering everything from Elvis to the na-
tional lottery.
For B2B,
3
Austria moves beyond cli-
chéd business imagery and shows how
liberating mobile communication can be
for the workforce.
Since it lets you work wherever you
want, why not move somewhere pleas-
ant like outdoors – a theme reflected in
the ads. And how about this for radi-
cal thinking – a special promotion that
gives women 25 per cent more calls be-
Marketing is now often more
about compelling stories and
unique experiences. The secret
of success is surprising people.
