With T-One T-Com were the first to combine the advantages of a landline and a mobile phone in one device. Customers could always be reached on their home number with the Dual Phone when they were out and about, and were therefore always “at home” everywhere.
The target group communication at the product launch was focused on a nationwide product promotion road show in public squares in German cities.
Alongside product PR in trade and public media, nationwide promotion on public squares in selected German cities was aimed at providing an additional communication highlight which meets the following criteria:
– Emotional association of the product message “At home everywhere”
– Additional awareness at the promotion sites
– Additional and emotional consumer involvement
– Additional media relevance
– Usability for internal events / internal communication
The creative solution was to use the world-famous couch of the photographic artist Horst Wackerbarth (Gallery of Mankind – the Red Couch) as a synonym for “at home”, which vividly conveys the product message out and about / at home everywhere with T-One by the gimmick of placing it in public venues.
Horst Wackerbarth showcased two people in each 16 federal states, both celebrities and passers-by (duality) who were at home in that respective state. The couch was dyed in the corporate colour code of magenta in line with the project, and the results were bound in a book.
The photographic art event, at which passers-by were offered the unique chance of having their photo taken on the world-famous couch by the artist and taking home a personally signed, mounted portrait, attracted large crowds, ensured consumer involvement, achieved high-quality and emotional consumer contacts as well as exclusively positive reporting: with a distributed print media circulation of 9,537,006 and a print reach of around 28 million, the T-One road show achieved a widespread media response. An additional audience of around four million was reached by TV and radio.