Hoarding by points
Telecommunications: Advico Young & Rubicam Attracts Young People with Attractive Rewards.
Telephony Advico Young & Rubicam lures young people with attractive bonuses The telephone provider Sunrise shows its competitors its hamster teeth (see page 11) and communicates a bonus program for prepaid cell phone users in an attractive way: Sunrise lets customers hoard rewards. The campaign, realized by AY&R, is aimed at younger, price-sensitive people. With Sunrise Prontomax, Sunrise has developed a prepaid offer for cell phone users up to the age of 27 that is precisely tailored to the needs of young people.
of a younger, fun-oriented segment. Collecting bonus points, managing them online and redeeming them for a profit - this makes Sunrise Prontomax an attractive savings program for keen cell phone users as well as a fun experience with entertainment value.
Reduction to the essentials
Sunrise Prontomax placed special demands on the creative team: a thematic implementation had to be found that would work verbally and visually both in traditional advertising and on the web. Sunrise Prontomax customers can manage and redeem their hoarded bonus via the Internet: the hoarding theme also had to work there. "If you want to communicate added value in the telecoms market - and practically everyone wants that - you have to be as simple as you are amazing," explains Daniel Comte, CD of the "Hamster" campaign.
Hamstringing for all it's worth should show how much fun value-added communication can be if it has the courage to reduce it to the essentials.
Andreas Panzeri
of a younger, fun-oriented segment. Collecting bonus points, managing them online and redeeming them for a profit - this makes Sunrise Prontomax an attractive savings program for keen cell phone users as well as a fun experience with entertainment value.
Reduction to the essentials
Sunrise Prontomax placed special demands on the creative team: a thematic implementation had to be found that would work verbally and visually both in traditional advertising and on the web. Sunrise Prontomax customers can manage and redeem their hoarded bonus via the Internet: the hoarding theme also had to work there. "If you want to communicate added value in the telecoms market - and practically everyone wants that - you have to be as simple as you are amazing," explains Daniel Comte, CD of the "Hamster" campaign.
Hamstringing for all it's worth should show how much fun value-added communication can be if it has the courage to reduce it to the essentials.
Andreas Panzeri
