Hamburg, April 13th, 2015 – With an innovative mechanism the customized promotional action sets the stage for the theme “Health & Fitness” and the matching product portfolio of mobilcom-debitel. The targeted passers-by involvement also causes an increase of frequency in the mobilcom-debitel shops.
The three-day guerrilla action Coach instead Couch under the motto “Do what you want, we make it possible.” ran the past few days in Nuremberg, Dresden and Hanover. It is part of the current communication activities of mobilcom-debitel. Belonging to the freenet Group the Digital Lifestyle provider offers a growing range of attractive products and services for the mobile Internet. The focus of the promotion measure is the announcement of the health and fitness product portfolio of mobilcom-debitel.
Therefore STEIN has designed a customized and innovative mechanism for the digital lifestyle provider: A specially developed machine with attention-grabbing mobilcom-debitel branding is situated in pedestrian zones or in public places. It speaks to passers-by and asks them to a challenge. The passers-by can select via a touch panel between a Couch- or Coach-mode and receive a corresponding task – from squats to pantomime. The immediate execution of the unusual challenges in front of the machine provides lots of attention from the other passers-by. The highlight: The machine tracks the execution via a built-in camera and rewards each successful participant immediately with a great prize. This can be redeemed with a winning card directly in the adjacent mobilcom-debitel shop.
Kerstin Köder, Head of Marketing mobilcom-debitel GmbH: „With the innovative action consumers can experience the theme “Health & Fitness” in an extraordinary way and at the same time we introduce the mobilcom-debitel product portfolio in this area. And the drive-to-store mechanism behind it provides a targeted increase of frequency in our mobilcom-debitel shops.“
Lars Roisch, Managing Director STEIN: “The customized action makes the digital lifestyle mobilcom-debitel products directly tangible and increases by the high-involvement of the consumers the awareness of these products. At the same time potential customers can be activated for the complete product range of mobilcom-debitel.“