36.6 – Free ad-funded mobile brand launch

As the first brand to allow people to top up their mobile credit simply by listening to advertisements, the 2008 launch of the new 36.6 brand revolutionised the Polish telecoms market.

36.6 – FREE AD-FUNDED MOBILE BRAND LAUNCH

Brand: 36.6

Markets: Poland

THE MARKETING CHALLENGE AND BRAND INSIGHT:

As the first brand to allow people to top up their mobile credit simply by listening to advertisements, the new 36.6 brand has revolutionised the Polish telecoms market.

Free mobile phone credit has a strong appeal – especially to a cash-strapped young audience. With 36.6, they can connect to specific number, listen to the ad, respond to a specific question verifying that they really listened to the ad – and get their account credited with free minutes or texts.

36.6 –...

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