February 6th, 2012

Tele.ring, an Austrian mobile service provider, staged a large-scale advertising campaign in Austria this past December to promote its two new phone plans (Minimum and Maximum). Since Austrians are historically at odds with who delivers presents under the Christmas tree every year, Tele.ring used the two Christmas characters – Christkind and Santa Claus - to combat each other in a public pillow fight displayed on a Megaboard. The “fight” attracted a flash mob, and the crowd of onlookers simultaneously had their own pillow fight. Surrounding bus shelters were equipped with touch screens and cameras, enabling Austrians to send personal greetings via e-card, importing his or her own face onto a Christkind or Santa Claus template and posting it to Facebook or by email.

This multi-dimensional campaign clearly showed that mobile phone rates are as different as Christkind and Santa Claus!