Rescue from astral dust
Frei&Glaus is targeting young cell phone owners with an SF parody for Swisscom Directories
Frei&Glaus woos young cell phone owners for Swisscom Directories with an SF parodyBy Andreas Panzeri With a science fiction-style cinema spot, flyers and B4 posters, the Zurich agency Frei&Glaus has been commissioned by Swisscom Directories to motivate young cell phone owners to enter their number in the phone book.
What happens to the man who is threatened by aliens in space and urgently needs to contact Mr. Scott on Earth, but unfortunately does not have his cell phone number? He is shot into astral dust. If he was clever, he had his number entered in a Swisscom directory free of charge beforehand - and is rescued. Cell phone owners will be encouraged to do so with an eye-catching "Star Trek"-style movie spot that will be flickering across the screens of Swiss cinemas this summer.
The Zurich advertising agency Frei&Glaus was commissioned by Swisscom Directories to realize the "Mobile entries" campaign. The Zurich-based media design agency Frame Eleven was commissioned to produce the cinema spot, which will be shown in 15 open-air cinemas in addition to all cinemas in Switzerland from July to mid-September.
Shooting the movie in two days
"The idea for the realization of the commercial was an ironic, but by no means instructive story, in which the target group should be encouraged to enter a number," explains Beat Frei from Frei&Glaus. The entertaining idea with the SF parody was "met with great enthusiasm" at Frame Eleven. Christoph Müller, co-owner of the studio, saw the implementation as a rewarding challenge, because "the realization of a sci-fi parody obliges us to do justice to this genre. A task whose realization is not entirely without difficulties when compared with international budgets."
Together with director Omar Siegenthaler, the story was developed into a detailed shooting board. Thanks to the precise preparation, the spot was shot in just two days in a specialized film studio in Munich. The entire planetary world was built there in its original playable size. The spaceship and the planet for the opening shot were generated completely three-dimensionally. The Los Angeles-based Swiss composer Manuel Stagars, who usually composes for feature films, was hired for the sound design.
The entry in the directory is made via SMS
The cinema spot is flanked by B4 posters in cinema foyers, advertisements in the Sunday press and in youth, trend and cinema magazines.
magazines and in the total circulation of Directories telephone directories (over 5 million copies). In addition, 400,000 drinks leaflets were produced and used in 500 trendy restaurants. The campaign is also present on the Internet with banners and at www.lucky mobile.ch.
The campaign is also linked to a competition. Anyone who enters their cell phone number in the phone book free of charge will be entered into a prize draw to win two Opel Speedsters and 393 Samsung cell phones.
A unique feature of the campaign is the response medium: the entry in the telephone directory is made by sending the address via SMS. Newinternet AG, as the provider of the SMS solution, prepares the data and delivers it to Swisscom Directories for further electronic processing.
What happens to the man who is threatened by aliens in space and urgently needs to contact Mr. Scott on Earth, but unfortunately does not have his cell phone number? He is shot into astral dust. If he was clever, he had his number entered in a Swisscom directory free of charge beforehand - and is rescued. Cell phone owners will be encouraged to do so with an eye-catching "Star Trek"-style movie spot that will be flickering across the screens of Swiss cinemas this summer.
The Zurich advertising agency Frei&Glaus was commissioned by Swisscom Directories to realize the "Mobile entries" campaign. The Zurich-based media design agency Frame Eleven was commissioned to produce the cinema spot, which will be shown in 15 open-air cinemas in addition to all cinemas in Switzerland from July to mid-September.
Shooting the movie in two days
"The idea for the realization of the commercial was an ironic, but by no means instructive story, in which the target group should be encouraged to enter a number," explains Beat Frei from Frei&Glaus. The entertaining idea with the SF parody was "met with great enthusiasm" at Frame Eleven. Christoph Müller, co-owner of the studio, saw the implementation as a rewarding challenge, because "the realization of a sci-fi parody obliges us to do justice to this genre. A task whose realization is not entirely without difficulties when compared with international budgets."
Together with director Omar Siegenthaler, the story was developed into a detailed shooting board. Thanks to the precise preparation, the spot was shot in just two days in a specialized film studio in Munich. The entire planetary world was built there in its original playable size. The spaceship and the planet for the opening shot were generated completely three-dimensionally. The Los Angeles-based Swiss composer Manuel Stagars, who usually composes for feature films, was hired for the sound design.
The entry in the directory is made via SMS
The cinema spot is flanked by B4 posters in cinema foyers, advertisements in the Sunday press and in youth, trend and cinema magazines.
magazines and in the total circulation of Directories telephone directories (over 5 million copies). In addition, 400,000 drinks leaflets were produced and used in 500 trendy restaurants. The campaign is also present on the Internet with banners and at www.lucky mobile.ch.
The campaign is also linked to a competition. Anyone who enters their cell phone number in the phone book free of charge will be entered into a prize draw to win two Opel Speedsters and 393 Samsung cell phones.
A unique feature of the campaign is the response medium: the entry in the telephone directory is made by sending the address via SMS. Newinternet AG, as the provider of the SMS solution, prepares the data and delivers it to Swisscom Directories for further electronic processing.
