Imagine a country where everyone has 1.4 mobile phones on average. And the task is to develop a new pre-pay mobile phone product – only to be sold in tobacco stores. Could such a product be a good thing?

Our Idea: because of its cheap price, our product is perfect for anyone who has more than one private life. If someone needs to change their identity quickly, e.g. for internet purchasing or a romantic conversation with someone besides his partner, the product would be perfect.

This message was carried through our products name: Kwikki, the quick number of the tobacco store. In Austria, cigarettes are predominantly sold in tobacco stores and street machines. In order to make Kwikki available 24/7, we designed the packages to be the same shape as cigarette boxes. Now you know everything about Kwikki; but whatever you're going to use it for, we don't want to know.

In order to make Kwikki well-known as quick and effective as possible, we produced 2 TV and 3 radio spots. The main actor subtly transmits the message of Kwikkies possibilities. As a part of the launch, we created a website and social network activities. Additionally, we produced a huge number of POS materials reaching the high frequency of tobacco store customers. Simultaneously, we communicated Kwikki in main print media (e.g. as a minefield ad in daily newspapers, placed in sections women use to offer their special services). Later, we offered free samples at nightlife locations and billboarded the streets. Here we also paid attention to our demographic choosing locations, where women used to offer their services before it recently became forbidden. As it wasn’t possible to find the woman the customer was looking for, with our billboard we recommended the customer to just give her a call.

The campaign reached all goals very quickly. Kwikki was delighted with the attention and prominence in addition to sales successes, well beyond expectations. The customers were enticed into tobacco shops, thanks to the campaign message that anything is possible. Kwikki was not only bought for personal use, but also functioned well as a gift. The Kwikki sim card became almost a must-have at stag nights in Austria. Customers as well as agencies are more than content with both product performance and the campaign itself.