In addition to placards, Rolling Boards and digital and analogue City Lights, a special form of attention-grabbing advertising is also part of the Mediamix, a mobile City Light with touch screen, built-in confetti machine and #Gewinnspiel (prize game), at the highly frequented location of Landstraße Wien Mitte.
DREI, renowned for especially creative promotional settings, is letting confetti rain in the Landstraße Wien Mitte – The Mall. By way of a mobile City Light, with built-in touch screen, passers-by can tap on the numbers one, two or DREI (three) and, if guessed correctly with DREI, confetti can be seen, not only on the screen, but it will also be ejected by the advertising media in a tactile manner. The campaign is also accompanied by promoters, who photograph the participants during the campaign with their mobile telephones and draw attention to the 3 Store located in the Mall, as well as distributing flyers and fruit gums. As a result, photos can be uploaded to Instagram or Facebook under #dreimachtseinfach (three makes it easy), with the chance of winning an iPhone XS and other superb prizes. Outside the promotional time period, the current DREI spot can be seen on screen. The Gewista Out of Home comprises: Digital City Lights in Viennese underground (U-Bahn) stations and on Mariahilferstraße, as well as in the inner city Deluxe network; Digital City Lights in Salzburg and Graz; analogue City Lights in Vienna and a national placard mix, consisting of 16 and 24 sheet formats.
Lilli Graf-Gerlich, Teamleader Storytelling, Brands & Communication at Hutchison Drei Austria GmbH: The new claim by Drei goes like this: “Drei macht’s einfach”. By using interactive measures, such as City Lights, we would like to make this new positioning come alive that little bit more. To us it is great that the Gewista is always open to new ideas.
“DREI”, according to Gewista CSO, Andrea Groh, is making use of an impressively wide-ranging Out of Home media mix incorporating all relevant media, as part of its current campaign. A highlight of this is a promoter-accompanied POS (point of sale) -Special advertising form – a mobile City Light with confetti machine, touch screen and #Gewinnspiel – that is being used within immediate vicinity of the 3 Store in the Mall-Landstraße Wien. It is a campaign highlight in ultra urban and highly-frequented surroundings that is also flanked by Digital City Lights”.
Vlnr: Andrea Groh (CSO Gewista), Elfriede Nemeth (UM Panmedia), Alexander Binder (Media Manager, Hutchison Drei Austria GmbH), Lilli Graf-Gerlich (Teamlead Storytelling, Brands & Communication, Hutchinson Drei Austria Gmbh)
Contracting Client: Hutchison Drei Austria GmbH
Media Agency: UM PanMedia Kommunikationsberatung und Mediaeinkauf GmbH
Advertising Form/Out of Home – Mediamix:
Special advertising form: Mobile City Lights with built-in touch screen and confetti machine and promotional-accompaniment at the location of Landstraße Wien Mitte – The Mall, Area 1 and 3.
Duration: 29.09. – 03.10 and 06.10. – 12.10.2018; 24 sheet placards/national, digital and analogue City Lights in Vienna/U-Bahn (underground stations) and ground level areas; digital City Lights in Salzburg and Graz; Rolling Boards in Vienna.