© Serviceplan Group 2024
Wien Nord Serviceplan and Drei shake up the telecommunications market.
The telecommunications provider's new tariff model is being presented unseen with an Austria-wide campaign under the cross-channel motto "Mix rather unlimited".
Unlimited Mix is the name of Drei's new tariff model, which aims to motivate customers to combine cell phone and Internet products as they wish. Because those who combine benefit: From the 2nd tariff onwards, there are monthly savings of 10%. What is unique on the Austrian market is that you don't have to live in the same household, nor are there any ready-made bundles - the combination is adapted to the customer's needs - whether Internet or cell phone tariffs, with or without a commitment.
There are therefore no limits to the combination options, which is also presented in an entertaining way across the digital channels under the campaign motto "Mix rather unlimited" from Out of Home to TV. The fun of mixing is staged with unique combinations that arise when the most diverse characters come together in a family or on their own - and shows why this is the perfect mix in the end.
"Every person is unique. And we celebrate that at Drei! We focus on the diverse needs of our customers and offer them their very own Unlimited MIX," explains Sabine Hiemetzberger, Senior Head of Digital, Brands & Communication at Drei.
Together with the production company Kaiserschnitt Film and director Micky Suelzer, spots were created for TV and the digital channels. A special cinematic trick, the so-called "Lazy Susan Effect", was used to effectively stage the "Unlimited Mix". The photo realization was created by Julie Brass and provides the basis for the key visuals, which are used across all channels:
"From mailings, in which you can mix and match our characters - and tariffs - yourself using the popular Krogufant picture book principle, to online and social creatives, we have found the right mix for every medium," concludes Leopold Kreczy, Creative Director at Wien Nord Serviceplan.
Long-standing partner UN PanMedia is responsible for the media mix.