The mission of E-Plus, the German mobile network operator, is to connect people at fair rates at any time and place. To transfer this message into a newspaper ad, two ads were connected by the E-Plus brand symbol “+” on the middle of a double page, which symbolised the brand message. The ad itself emotionalised the medium and newspaper. Brand-symbol and the key-visual linked the ad to TV and online and enabled integrated communication.

The advertisements generated 9,084,000 impressions in the target group (A 20-49 years). The brand empathy increased by 10% within 1 month.