MediaCom´s idea was transformed into a simple but highly recognisable message by the creative agency. A scared, panicking, man having to fight a bull calls his girlfriend and asks her to sing a lullaby to distract the bull’s attention. It takes a while until the bull gets bored and turns away. The strong key visuals – the bull, the panicking man and the open green countryside – were communicated with a high-reach TV campaign. The long print insertion focuses on these visuals and explains the tariff.

High campaign awareness was gained through the massive exposure to the Austrian population via different media channels, which resulted in the domination of the Austrian advertising landscape.