UP3 - the digital mobile subscription as an app.
Challenge
In April 2022, Austrian telco provider Drei introduced an uncomplicated, digital subscription model, previously only known from Netflix, Spotify & Co, to the mobile sector for the first time: up - the first mobile subscription as an app. Simply download the app, register and start surfing and making calls in less than 5 minutes - made possible thanks to modern eSIM technology.
The launch once again underlines Drei's pioneering role, as the brand had already shaken up the Austrian telco market in the past with innovative product launches such as video telephony and mobile internet.
The uncomplicated simplicity and product benefits of the product were also to be made tangible in the communication for the digital-savvy target group. The big challenge was to develop a new, digital presence for a completely new product that still supported Drei's familiar values.
Mobile communications redefined: digital revolution in the mobile communications market.
Solution
Alongside the product development, the task was to create naming and branding for the app that stands on its own without losing the connection to the umbrella brand. The name "up" stands for the progress of the technology and taking it to the next level. The clean look of the app reflects the core values of the product: simple, smart & strong.
The main idea of the launch campaign was also to present the product in a strong way, because "up" also works differently for mobile communications. By integrating the product name into the campaign mechanics, statements about the product benefits as well as the launch offer could be communicated simply and used in creatives of all sizes.
Like the product itself, the implementation of the campaign is purely digital with creatives in the display, moving image, social and search areas.
Results
"A new, innovative, digital product requires new, innovative, digital communication channels. In creation as well as in media planning. We are delighted that the campaign can now take off after an intensive and integrative process. "
Senior Head of Digital, Brands & Communication
Hutchison Drei Austria GmbH
"It was exciting for the agency to work in partnership with Drei to accompany the entire development process of a completely new digital innovation in Austria from the very beginning - from finding the name to designing the launch campaign."
Wien Nord Serviceplan
Key Takeaways
#1
Launch of a revolutionary mobile subscription model.
#2
Digital-only strategy with impressive results.
#3
eSIM technology as a driver of innovation
