Spring Awakening with the Fresh DSL and Fiber Optic Tariffs from EWE and osnatel

Background and Challenge

As spring arrives with its first warm rays of sunshine, a natural desire for change emerges alongside the motivation to refresh and embrace new beginnings. Recognizing this seasonal mindset, EWE and osnatel seized the perfect opportunity to launch a strategic sales offensive for their telecommunications portfolio. The challenge was to capitalize on the spring renewal spirit and convert it into meaningful customer acquisition for their DSL and fiber optic services, offering new residential customers a complimentary router when switching to their plans by the end of March.

Approach and Realization

Our creative team developed a seasonally-aligned communication campaign that celebrated spring's transformative energy through carefully crafted messaging. With compelling slogans like "Fresh Breeze for Your Internet" and "Let Your Internet Bloom", we created a comprehensive 360-degree campaign in 2023 that resonated with the season's renewal theme. The campaign encompassed diverse touchpoints including large-format outdoor advertising, City-Light posters, Mega-Light boards, print advertisements, promotional flyers, and engaging 30-second radio spots produced in collaboration with The SoundShack. This traditional approach was seamlessly complemented by a robust digital strategy featuring targeted social media advertisements on Facebook and Instagram, strategic placement within the Google Display Network, and an impactful HTML banner campaign.

Results

The campaign successfully achieved its objectives through a masterful blend of creative storytelling and performance marketing. By skillfully weaving spring emotions into the messaging, we created an easily understandable value proposition that effectively communicated the benefits of the promotional offer to potential new customers. This creative yet results-driven approach not only captured the essence of seasonal renewal but also translated spring feelings into tangible business outcomes for both EWE and osnatel.