Tele.ring Telekom: ROBIN HOOD AURASMA

Credits & Description:

Advertiser: TELE.RING AUSTRIA
Agency: MEDIACOM
Category: Commercial Public Services incl. Healthcare & Medical
Client Service Manager: Stephanie Rauscher (MediaCom)
Creative Media Planner: Mexx Liu (MediaCom)
Client Service Director: Omid Novidi (MediaCom)
Art Director: Edgar Castellanos (MediaCom)
Media Planner: Lukas Hetzendorfer (MediaCom)

Strategy
Austria is one of the most competitive mobile markets in Europe. Tele.ring’s proposition – cheap smartphones that offer the same features as much more expensive ones – was being undermined by rival deals that weren’t as good as they seemed.Tele.ring had to get its young target market to check out the true cost. “Read the small print” isn’t a sexy message. So we combined augmented reality technology and hot naked bodies to grab our audience’s attention.Our message would be presented by tele.ring’s popular brand icon posing as Austria’s Robin Hood, saving our cash strapped target from being fleeced. “Robin Hood” would use Aurasma technology, a message that was smartphone-driven, and appeal to a target that was keen to explore everything their handset could do.We’d combine a real world message about money with an appeal to our target’s love of hot naked bodies.

Execution
If there’s one thing that appeals to young people, it’s sex. Robin Hood was interesting – but sex and beautiful bodies were even more so.Our message was delivered via postcards, distributed in pubs, bars and clubs frequented by our target. Both postcards showed naked models, one male and one female, with the most intimate parts pixelated.We tempted 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. The movie featured Robin Hood 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.

Effectiveness
168,000 freecards were distributed in every cool bar or club across the country.Within the first week, we got a response rate of 2.16% - a sensational number considering a typical response rate is ten times smaller.We achieved this massive improvement on norms even though users had to download Aurasma before they could scan the freecard.Video downloads took place both in the bars and afterwards as our target started spreading the message.Brand recall increased 23%, consideration was up 28% and the number of new contracts rose by 50% year on year.