Two-part concept: first, positive image and transfer - with tourists and business travellers developing awareness of topic while perceiving A1 as prime and most trustworthy contact for mobiletelephony. Secondly, necessary switch impulses and sales-boosting usage stimulation to be provided by through effective promotional mechanism. Accordingly, the Agency has chosen a Through the Line implementation with special focus on the local effect level with classical elements like bills, posters, and TV spots boosting fast awareness-building for topic and brand. Unconventional advertising tools at specially selected places (lift frames, beer coasters, stands at queues – where there is time) have animated participation.

Campaign output in A1 network during first 5 weeks- 10.000 plus in additional voice-minutes- 4.000 additional text messagesAverage telephony behaviour of clients canvassed through promotion twice that of average roaming client (minutes of usage / voice, data, and text messages).

Dialogue-campaign has boosted A1 image-values (based on market research on 500 winter tourists in ski resorts) compared against competitors. (e.g. prompted recognition: 100% for A1; 77% for T-Mobile; 62% for Telering; 51% for One; 25%. 78% of tourists rated campaign “very good”.