Our long-standing client Hutchison Drei commissioned us to implement a 360-degree live marketing campaign to refresh the brand and present the new sales campaign Handyfreiheit
In order to symbolically present cell phone freedom to employees and the public, an almost 5 meter high statue was produced, which was positioned in various high-frequency locations in the weeks following the campaign launch. The film festival on Vienna’s Rathausplatz was chosen as the location to achieve high visibility
In addition, 2 street artists were used to surprise passers-by on Mariahilfer Strasse and symbolically present the freedom from cell phones.
The brand refresh was staged for employees in the form of an interactive presentation followed by an event at the headquarters. The innovations in classic communication were presented in the garden using analog and digital OOH formats. The brand refresh in terms of colors, subjects and symbols was brought to life in a playful way through various stations. The highlight of the event was the staged unveiling of the Handy Statue of Liberty.
The following day, the new brand was presented to the press in the form of a press conference.
Barbara Wirl
©Georg Krewenka
