Digital Republic and Family turn small print into a competition
As part of the «Das Abo ohne Aber» campaign, Digital Republic, in collaboration with the Family Agency, is surprising Switzerland with an extraordinary out-of-home (OOH) campaign: The fine print on the posters has become the setting for a sweepstakes.
The small print in advertising often arouses suspicion among consumers, as it usually hides restrictions, additional costs and complicated conditions. The mobile phone provider Digital Republic is now turning the tables and turning the dreaded asterisk text into an opportunity to win.
As part of the "Das Abo ohne Aber" campaign developed by Family Agency, eye-catching pink posters appeared in Zurich, Basel, Bern, Winterthur and St. Gallen on October 6. What initially looked like typical legal asterisk text turned out on closer inspection to be an invitation to a competition: attentive readers could win one of 13 free Digital Republic cell phone subscriptions for a whole year - with no hidden conditions.
In the run-up to the event, a teaser was posted on Digital Republic's social media channels to get the community in the mood for the campaign. A short film caused initial speculation and drew attention to the supposedly inconspicuous in public spaces.
Responsible at Digital Republic: Dimitri Salzgeber (Chief Marketing Officer), Raffaele Giannoni (Marketing Manager). Vresponsible for Family: Philip Meier, Tobias Peters, Severin Brinkert (creation), Johnny Grubenmann, Jan Walser, Florian Weitzel (creative direction), Anina Trachsler, Tabea Mader, Dominik Laubscher (consulting), Mareike Hofer (Mediaunit FaMe), Svenja Hässig, Claudio Catrambone (overall responsibility)
