BILLA is first mover of HoloCIRCLE Technology | Gewista
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BILLA is starting the new year with a new campaign under the motto "More Energy Weeks." The focus is on selected fruit and vegetables offered for just 1 Euro. The campaign is being staged via Gewista's broad-based Out of Home-media mix and, in addition to classic posters, analog and digital City Lights, also includes a special form of advertising that is being implemented for the first time in Austria: the HoloCIRCLE. This OOH-novelty was conceived and implemented in collaboration with the digital creative agency TUNNEL23.
"Christmas is over.  The new year has begun.  It's time to shake off the tiredness of the holidays and do something good for your body -- with selected fresh fruits and vegetables full of vitamins for just 1 Euro." This is the theme of the current campaign of BILLA, which is also presented via Gewista Out of Home-media by promoting fruits and vegetables as the "star" performers of the campaign.  In a nation-wide array, 16- and 24-sheet posters, including a prominent display along Vienna's Triester Strasse, City Lights as well as DOOH-media -- digital City Lights -- are being used. A special highlight is an OOH-novelty, the content of which was conceived by the digital creative agency TUNNEL23 and implemented in partnership with Gewista. At five high-traffic urban locations -- all of them City Light waiting halls in Vienna -- the BILLA advertising message is displayed by means of HoloCIRCLE technology in the form of a HoloWALL. HoloCIRCLE is a completely new form of advertising in which animated subjects are displayed on City Lights in 2D with displayable depth by means of dynamic light painting. The implementation is currently available at selected top locations of Gewista in Vienna and represents a special advertising opportunity to enhance a campaign with an impressive visual highlight. 

"We utilize DOOH for our brand campaigns, because it generates high contact opportunities across all target groups. BILLA is not only a pioneer in food retailing, we are also committed to demonstrating leadership in advertising.  First-mover advertising formats help us reach consumers with an attractive, novel impact. At BILLA, we understand our customers, which is why we selected this high-energy campaign in these challenging times," said Elisabeth Strutz, Media Performance, and Millad Shahini, Digital Advertising, at BILLA AG

"Our goal is to create distinctive, innovative brand experiences with high brand awareness. We are pleased that we were able to integrate a first mover implementation into our media strategy with the Gewista HoloCIRCLE for BILLA. Holograms have always fascinated people. Now, thanks to the latest technology, we are bringing them to the streets in a highly attention-getting way," says Ursula Arnold, CEO Mindshare. 
"As a digital creative agency, our goal is to uniquely merge creativity and technology, while breaking new ground. With the HoloCIRCLE, we are raising the bar and setting new standards for DOOH in Austria as an innovative pioneer, in partnership with BILLA and Gewista," Diego del Pozo, CEO of TUNNEL23, is pleased to say. 

"With this campaign," says Gewista CSO Andrea Groh, "BILLA has more than a simple presence. It makes a memorable splash. We are pleased to be able to implement the current campaign broadly and nationally, and also to have won BILLA for our new HoloCIRCLE advertising format. New, technology-based first mover implementations, like all advertising stagings, have innovative creativity as their life blood. With this campaign, BILLA presents fruit and vegetables in an extraordinary new way."




Media agency:  Mindshare
Creative agency: TUNNEL23
Out of Home advertising form:
16 und 24 Bogen Plakate inkl. Dominanz-Affichieren entlang der Wiener Triester Straße, analoge und digitale City Lights, Holocircel Sonderwerbeform in City Light-Wartehallen (1010 Opernring 1, 1010 Stubenring 4, 1010 Universitätsring geg. 2, Burgtheater, 1040 Operngasse 36 und 1070 Siebensterngasse 31)
Duration: 04.01.- 31.01. 2021

Press contact:
Christian Brandt Di Maio
Corporate Communications Manager/Press Spokesman
Mobile: +43 664 1000 807

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Published in 2021