To achieve high awareness of the date of the opening event as well as the event´s highlights.

To draw a big crowd to the opening event.

Key media idea was to use the tower itself as a giant billboard.Media plan included insertions in Vienna´s biggest newspaper to announce the riddle and frequent small insertions to announce the new revealed letter on the façade. Further media support through posters and flyers distributed in public places to address the young target group. People could place their guess on a special website created for the event or call a hotline number.

The response to the riddle was enormous and so was the number of visitors to the opening event. Magic Moments created the idea of using the Vienna Twin Tower itself as a big and innovative announcement board for the opening event. Briefing was to address Viennese citizens to come to the event in the Vienna Twin Tower´s entertainment center. The media team organised the entire construction of the letters, each measuring 9m² and the evalutation of the riddle participant´s guesses. Magic Moments led all sponsorship arrangements and organised the prize hand-over. The innovative nature of this unusual announcement and the way the population was addressed and involved in the riddle makes this idea special. ¼ of the Viennese population driving by each day on their way to work and back home had to guess what would happen on the displayed date that was shown on the façade. Target group related media was chosen to encourage the entire Viennese population to participate, such as ads in Vienna´s biggest newspaper, posters in public places, flyers. People could place their guess through Internet which was targeting the younger audience and a hotline to encourage older people to play.

It should be a winner because it reached high awareness throughout the 4 weeks of its appearance on the Vienna Twin Tower´s façade. There was a strong strategic link to the trend of guessing games by creating curiosity among the population of what the riddle´s answer would be. The answer was designed to give a hint to the event´s highlight. Creating this high impact media format with a low budget rounded up the challenge of our execution.

This idea represents a media stunt never used before. The highest existing game board.

Magic Moments created the idea of using the Vienna Twin Tower itself as a big and innovative announcement board for the opening event. Briefing was to address Viennese citizens to come to the event in the Vienna Twin Tower´s entertainment center. The media team organised the entire construction of the letters, each measuring 9m² and the evalutation of the riddle participant´s guesses. Magic Moments led all sponsorship arrangements and organised the prize hand-over.