FRITZ!Box for Free, DSL Deals to Cheer for – the Unbeatable EWE Black Week Campaign

Background and Challenge

During Black Week, the market transforms into a sea of discount battles and promotional campaigns. For EWE, the challenge was standing out as one of many telecommunications and internet service providers in this advertising jungle. The goal was to develop a campaign for EWE's attractive and high-performance DSL plans that would immediately catch the eye and make the offer instantly understandable.

Approach and Realization

The solution lay in focusing on what mattered most: a clear, memorable message that makes EWE's attractive offer with the FRITZ!Box for €0 as the centerpiece immediately tangible. This focus was consistently maintained across various channels – from compelling online banners to informative offline flyers. To give the campaign additional impact, we developed a charming radio spot that presented the offer with wit and humor.

Results

EWE's Black Week campaign delivered across the board: Bold colors and clean designs ensured maximum attention, while the humorous radio spot with its clever wordplay stuck in people's minds. The campaign not only communicated the offer convincingly but also reinforced EWE's friendly and approachable brand image.