Tele.ring Telekom: ROBIN HOOD

Credits & Description:

Advertiser: TELE.RING AUSTRIA
Agency: MEDIACOM
Category: Best Use of Ambient Media: Small Scale
Art Director: Edgar Castellanos (MediaCom)
Media Planner: Lukas Hetzendorfer (MediaCom)
Creative Media Planner: Mexx Liu (MediaCom)
Client Service Director: Omid Novidi (MediaCom)
Client Service Manager: Stephanie Rauscher (MediaCom)

Effectiveness
Robin Hood was the biggest and most successful marketing story in telecommunication market in 2012. Despite the limited budget, compared to the previous years and of course the competitors, remarkable results have been achieved. Within the first week of the augmented reality implementation, we achieved a response rate of 2.16% - a sensational number considering a typical response rate is ten times lower.The number of new contracts increased by 50%, the spontaneous brand awareness scheduled a progression by 20%, the brand consideration rose by 56% and the brand noise of tele.ring actually registered an enhancement of 77%.

Strategy
Austria is one of the most competitive mobile markets in Europe, the tariffs decline continuously, but the plans become more and more complex. It was time to develop a new tariff-model which resorts back to convenience. This initiative was called “Just pay for what you really use!”, meaning clients would get their money back for unconsumed call minutes.Our message would be presented by tele.ring’s popular brand icon posing as Austria’s Robin Hood, acting as a guardian against inequity and spreading the message that justice in the telecommunication market is possible if you resist hidden persuasion.The Goals included the fast reach of quantitative and qualitative coverage. A harmonious appearance communicated the two memorable key messages “Just pay for what you really use!” and “Money back for unconsumed minutes”

Execution
Based on the TVC, OOH, Online, Print, and Social Media, the Robin Hood campaign reached a high coverage. It also retrieved in BTL-channels.Public spaces across Vienna hasn’t been spared – arrows with suction cups were distributed, spreading the key message on various objects (cars, cigarette machines,…). Rolling Boards were implemented with oversized suction-cup-arrows which exceeded its actual dimension for extra attraction.Another outstanding implementation was a provoking postcard, featuring tempting naked bodies, with the intimate parts pixelated. Via Aurasma, an AR app, we asked our young audience to discover more with the message “Want more? Just use Aurasma to scan me“.Those who did so discovered a video from Robin Hood that acted as an overlay of each postcard, saying “You are tempted very easily! Be aware of such things, especially of expensive smartphone offers”, before redirecting consumers to the mobile landing page for tele.ring.