Drei - up3

The Austria-wide campaign for up³ - Austria's most modern mobile phone solution - was recently launched under the motto "up into the future".

With Drei, you can now get a new mobile phone tariff in just a few minutes via the app. And without any commitment, service charge or activation fee. A new category has been created with the first fully digital mobile phone solution on the Austrian market. This is also the theme of the campaign under the umbrella idea "up to the future". A wording that also contains the product name and claim of the new mobile phone offer. An extended palette of fresh colours around the typical three-blue and the visualisation of Vorsprung using a motion blur effect characterise the campaign look.

"As Austria's most modern mobile phone solution, Up³ offers full flexibility, autonomy and freedom - we wanted to express this in our communication," says Maria Pötschke, Head of Brands & Communication at Drei. The feeling of freedom is expressed in three summery outdoor settings: on a skateboard, on a scooter with friends or on a walk through the city. These motifs can also be found in the commercials for TV, cinema, social and online. The adverts were shot over two days in Vienna in collaboration with Kaiserschnitt Film and director Thomas Cervenca.

Attention-grabbing visuals on various channels across the country point the way to the future. Special OOH formats and branding on Vienna's Danube Canal provide an additional awareness push with a summery look.

Georg Rernböck, Creative Director at Wien Nord Serviceplan, adds: "The new staging and the fresh visual look of up3 takes people at high speed to where they actually want to be the most - right at the forefront, today and in the future."