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The challenge was to develop an online sales platform for T-Online hosting products, to be launched parallel to the CeBIT computer show. As classical marketing tools (print, direct mailings) had previously proved to be cost-ineffective, an unconventional approach to the target group was proposed. The idea of creating an online cash machine, from which anyone is able to withdraw EUR 44.80, exceeded all expectations. The sales figures were increased by a factor of several thousand percent through the viral nature of the campaign, with only a minimum of accompanying media. What made the campaign such a success? 1. The innovative concept: a landing page in the form of a machine which the user can explore. 2. The spectacular design. 3. An engaging navigation with interactive and viral features. 4. The ease-of-use when ordering. 5. And last but not least: a readiness on the part of T-Online to push the
T-Online INternational AG
Tim Groves Robert und Horst Marketing GmbH