EWE: Black Week Campaign 2024
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The Challenge
Black Week = discount battle. Every telecom provider screams for attention. EWE had to make itself heard in this noise and communicate one thing crystal clear: premium internet + FRITZ!Box for €0. The real tension: how do you stand out when everyone's shouting "sale"?
Our Solution
We developed EWE's strategy to break through the 'sound barrier': a sharpened message across all touchpoints. Users encountered the €0 FRITZ!Box offer everywhere – from striking online banners to direct mail flyers. Core of the strategy: a radio spot with wordplay that sticks.
Results
High recall rates through consistent visual language
Strong audio memory via wordplay radio spot
Clear offer comprehension across all target groups
EWE positioned as the likeable telecom choice in a contested market
Blueprint for breakthrough messaging in a cluttered market of comparable offers.
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