11.04.2011 - 10:00 Uhr

mobilcom-debitel: ‘Germany chooses freedom’ (Deutschland wählt Freiheit) enters second round

mobilcom-debitel campaign: the Statue of Liberty in Lübeck
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mobilcom-debitel campaign: the Statue of Liberty in Lübeck


• Spectacular road show travels to more than 100 cities
• Increased regional involvement of mobilcom-debitel shops and specialist stores
• Cooperation with Sony Ericsson

mobilcom-debitel’s successful ‘Germany chooses freedom’ marketing campaign is back. With a big road show focusing on activities that involve mobilcom-debitel shops across Germany more closely in the campaign, mobilcom-debitel is bringing the brand experience to regional shops and mobile users across the country. Customers have the chance of winning a mobile phone of their choice each day, and a chance of realising their dream of freedom: the winner will receive EUR 33,700 (the annual net income of an average person in Germany) for “a year of independence”.

The ‘Germany chooses freedom’ marketing campaign launched by mobilcom-debitel last October has been a resounding success: well over ten million actual viewers; tens of thousands of distributed coupons, of which more than a third have been redeemed; strong media coverage both regionally and nationwide; more than 15,000 fans on Facebook; and significant increase in customer traffic in the mobilcom-debitel shops. Due to this success, Germany's largest network-independent service provider will continue to use the theme of freedom and independence will as the common denominator of all the marketing and promotions measures in its current campaign. "The slogan is simple, striking, eye-catching, appealing and speaks to the customer on an emotional level," says Kerstin Köder, Head of Marketing at freenet AG and responsible for mobilcom-debitel’s brand management. "Furthermore, it perfectly underscores our unique positioning and is a clear USP distinguishing us from the competition, because only mobilcom-debitel offers freedom in mobile communications. Only we offer customers a free choice of all networks, all tariffs and all phones. Only we have the freedom to choose, are independent and offer the perfect product for everyone. Customers are clearly at the heart of all our efforts, and we want to give them the opportunity to experience our brand first-hand through various measures."

Upcoming, high-attention promotions include the big ‘Germany chooses freedom’ road show, which has been ongoing again since April with new branding, a campaign platform in the freshly redesigned interior of the buses. It will bring the 14-metre Statue of Liberty and many more activities to even more German cities. To maximise the linking between the local promotions, mobilcom-debitel shops and retail partners, the use of rickshaws is planned to bring customers directly to the nearest store on request. Promotions in pedestrian zones serve to additionally reinforce the campaign. Here, as at POS and online at www.md.de, all interested parties can enter the great freedom raffle with a grand prize of “one year of freedom”. The road show will be announced beforehand in each city in a variety of ways, such as local print ads, projections and various measures involving the regional stores.

Exclusively equipped
While the focus of the first bus tour was more on the raffle, which took place directly at the bus, the upcoming tour will feature more action for the visitors: promoters, live presentations, free phone calls and surfing, chill-out zones and other actions for creating a plenty of attention. The buses have been exclusively outfitted for Sony Ericsson and equipped with high-quality multimedia equipment for presenting and trying out hardware. The main focus will be on the Sony Ericsson Xperia PLAY PlayStation mobile phone. In addition, other late-model mobile phones as well as some historical Sony Ericsson models will be presented. The highlight of the buses’ on-board equipment is a fully functional try-out arena. Thanks to their high-quality interiors, the buses will now increasingly be included in the campaign action.

Success story: social media
The mobilcom-debitel Facebook community at www.facebook.com/freiheit now has more than 18,000 fans. Social media will also be more involved in the marketing mix during the continuation of the campaign. Special offers, competitions and direct communication with customers and fans really gives the social community a face of its own. Its own couponing deals also promote fans’ brand loyalty and create a bridge from the online to the offline world, from the Internet to the shop.

Marketing power at POS
The continuation of the campaign will be accompanied by massive advertising on all channels and supported by public relations measures including TV ads, point of sale packages, special giveaways, millions of mailshots, regional flyers, posters, direct mail and leaflets included with invoices. Additionally, the road show will be promoted with guerrilla actions, ambient media activities as well as regional radio spots and print ads. This allows each store owner to initiate their own promotional measures which, in combination with all the centrally managed measures, form a consistent overall approach to brand communications, sales integration and involving the chain of stores.

You can see video footage of the bus tour via this LINK (YouTube: ‘Germany Chooses Freedom’ Tour 2011).

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