Title	SATURN PLUG FLYER
Brand	SATURN
Product/Service	INTENSO MOBILE POWERBANK
Category	F02. Low Budget Campaign
Entrant	MEDIAPLUS Munich, GERMANY
Idea Creation	MEDIAPLUS Munich, GERMANY
Media Placement	MEDIAPLUS Munich, GERMANY
Additional Company	REDBLUE MARKETING Munich, GERMANY

Name	Company	Position
Alexander Schill	Serviceplan	Chief Creative Officer
Ekki Frenkler	Mediaplus	Executive Creative Director
Hans Zieringer	Mediaplus	Art Director
Thomas Popp	redblue	Text/Copywriter

The Campaign

We wanted to draw the attention of the target group to the mobile charging stations with a novel advertising format. And to target precisely where the need for power and additional battery life is at its highest: on journeys! Special long-distance coaches are becoming an ever-more-popular means of transportation for the young, mobile target group. We had the idea of using the overburdened sockets in long-distance coaches as a new, never-before-employed medium – and thus of being able to reach the target group without any wastage whatsoever. Because people who use a socket on a long-distance coach want to charge their mobile device.

The Brief

Overall the project has cost 8.720€ without agency fee (including booking of the coaches from 21.09.2015 – 27.09.2015 and the costs for the flyer production).

Creative Execution

For each journey, we hid a mini flyer inside each socket. Initially invisible to the passenger, they used the socket as normal. But when they removed the plug from the socket, the flyer would be pulled out as well. The attached flyer would draw their attention to Saturn’s IntensoPowerbank and would take them straight to the product in the Saturn online shop via a QR code. The great thing about this: 1. The message reached users just at the point when the product benefit of charging devices was clear. 2. We achieved an advertising format with absolutely zero wastage!

Results

We not only invented an entirely new touchpoint; with the plug flyer, we even created an entirely new medium! With this innovative advertising format, we achieved a very high advertising impact, because we targeted the moment of requirement itself. We generated considerably more visits to and purchases of the advertised power bank in the online shop and thus also ensured more mobile traffic to the site. Saturn’s relevance as the first port of call for technical matters was innovatively demonstrated and sustainably cemented.

We created a never-before-employed medium without any wastage whatsoever!

Our idea was about supporting the product, and what could be closer than advertising the product right at the point of interest? A campaign arose from this with an unprecedented touchpoint. We created something that, at a product level, is unique! For our idea, Saturn cooperated with the long-distance coach company “Dein Bus.” During their coach journey, passengers like to use the sockets to charge their smartphones and tablets.