Direct > Use of Media

A1 MMS

SAATCHI & SAATCHI, Vienna / SAATCHI & SAATCHI / 2003

Awards:

Gold Cannes Lions
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Overview

Credits

OVERVIEW

BriefExplanation

Increase the usage of new service MMS (mobile-imaging-sending-service) in an innovative way with strong impact.

CampaignDescription

On January 25th, the national newspaper DER STANDARD was published without press-photos. It seems as if someone had 'kidnapped' the photos. Instead of press photos, readers see blank spaces and instructions on how to instantly get the missing photos onto his/her mobile.

Outcome

51.3%(!) of enabled readers of this national newspaper instantly tested the service and downloaded press-photos to their mobile. The service was free. This outstanding idea also generated a lot of national and even international press coverage.

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