We wanted to draw the attention of the target group to the mobile charging stations with a novel advertising format. And to target precisely where the need for power and additional battery life is at its highest: on journeys! Special long-distance coaches are becoming an ever-more-popular means of transportation for the young, mobile target group. We had the idea of using the overburdened sockets in long-distance coaches as a new, never-before-employed medium – and thus of being able to reach the target group without any wastage whatsoever. Because people who use a socket on a long-distance coach want to charge their mobile device.

For each journey, we hid a mini flyer inside each socket. Initially invisible to the passenger, they used the socket as normal. But when they removed the plug from the socket, the flyer would be pulled out as well. The attached flyer would draw their attention to Saturn’s Intenso Powerbank and would take them straight to the product in the Saturn online shop via a QR code. The great thing about this:

1. The message reached users just at the point when the product benefit of charging devices was clear.

2. We achieved an advertising format with absolutely zero wastage!

We not only invented an entirely new touchpoint; with the plug flyer, we even created an entirely new medium! With this innovative advertising format, we achieved a very high advertising impact, because we targeted the moment of requirement itself. We generated considerably more visits to and purchases of the advertised power bank in the online shop and thus also ensured more mobile traffic to the site. Saturn’s relevance as the first port of call for technical matters was innovatively demonstrated and sustainably cemented.