CASE STUDY: Mobile Network Promotion 2004/05
Switch to A1 - The All Mountain Network

The leading Austrian mobile network provider A1 - mobilkom launched their annually Winter Roaming promotion 2004/05 in partnership with Cayenne/Doorland and edelwiser.

Centerpiece of the promotion is the newly developed A1-SMS-Ski from edelwiser. Cellphone users get, if they they are locked into the A1 roaming network, the chance to win their personalised A1-SMS-Skis - a ski with the text of their individual message as a part of the ski design.

Skis now become the role of cross media instruments that communicate for the A1 customer. A1 enables their customer to spread their personal SMS message from cellphone to skis - from one to many.

Core messages of the "Switch to the A1 All Mountain Network" promotion: The A1 cellphone provides Safety, Service and Fun in the alpine environment.

A1-SMS-Ski Example (below)

A1-SMS-Ski Display
30 displays in well selected, high frequency ski rental shops in 10 leading Austrian ski destinations, offering all the necessary instructions on it.

A1 Handy Holder
At this locations customers could immediately win the A1 Cellphone Holder by instant SMS interaction  

Additional Advertising Media

Huge billboards, well placed in 10 leading Austrian ski destinations

400.000 Take-away "Safety Cards" in ski rental shops and hotels

Posters in cablecars

Chairlift bar advertising

The intention of the A1 Winter Roaming Promotion is to transfer the important role of well connected cellphones in alpine environments in means of safety, service quality and entertainment.

The high-quality, reliable, wide spread A1 Network as your competent network operator in the mountains.

Central visual symbol is the attractive and absolute new concept of the A1-SMS-Ski, a customer based, personalize-able (via simple SMS messaging) object of desire.

A1 cares for your individual communication needs

Visual: Billboard

Visual: chairlift bar

Visual Safetycard, Quantity 400.000 pieces