36.6 mobile network with its counting and beatboxing beaver
36.6 is a fairly new prepaid sub-brand of Plus mobile network, which was launched in June 2008. Plus which is owned by a company called Polkomtel SA (Vodafone is one of its major shareholders) is currently the biggest mobile network in Poland and claims to have over 14.5 million users. 36.6 is a brand targeted at teenagers who have very modest pocket money – 36.6 allows them to use their mobile phone even when their mobile account is empty. This is due to the unique Chill Bill service – for listening to 3 commercials and answering some questions about them you can easily re-charge your account. According to Plus, until the end of 2008 the newly-launched 36.6 network acquired over 550 000 users. The latest campaign of 36.6 generated quite a lot of buzz due to the completely irrational TV spots with the funny beaver that can count up to 1000 and knows 1000 beats.
36.6 claims here it could distribute unique beavers that know 1000 beats (and spit at their owners…) for topping up your account, but they reached a conclusion that giving 1000 text messages is a better solution.
In the second spot the message is that 36.6 could give away beavers that can count up to 1000, but they decided that a better offer is to give a package of 1000 free-of-charge text messages to all networks every time you top up your account.Advertising Agency: Team One, Warsaw
Creative Director: Artur Dynowski
Art Director: Andrzej Blachut
Copywriter: Marcin Mroczek
Agency Producer: Jacek Daniel
Director: Brian Lee Hughes
Production Company: OPC Toronto, Film Republic Warsaw
The name of the 36.6 brand is connected with the proper temperature of a healthy human body (36.6 degrees centigrade) and the brand essence is focused on the lack of pressure or obligation, easygoing attitude to life and freedom. Teenagers hate it when adults tell them to do something, so 36.6 only suggests an option. The brand’s claim is: un-compulsory prepaid offer [in Polish: Nieprzymusowa oferta na kartę]. The easygoing philosophy of 36.6 is expressed in all of its advertising efforts to date and you may check them out below.
Every day you can have somebody else at your side to talk with over your mobile without any limits. 24 hours for just 1,50 PLN.
Perpetum Mobile of 36.6 – even when your account is empty you can still phone one selected number for up to 30 days.
Time fot the Launch Campaign of 36.6 that started in June 2008 – below you may find some TV spots and outdoor executions:
Countless text messages to anybody within your network for just 3 PLN per month. 36.6 – the un-compulsory prepaid offer.
You may talk and text round and round because for listening to ads you get extra cash to re-charge your account. 36.6 – the un-compulsory prepaid offer.
You may punch as many text messages as you wish within Plus network.
Easy come – for listening to some adverts you can squeeze out extra cash for your phonecalls. 36.6 – the un-compulsory prepaid offer.
You don’t need to charge your account to be able to talk and text over your mobile. No more trouble with empty account. 36.6.
The advertising agency responsible for all of the above campaigns is Team One Warsaw. The media-planning and buying was provided by Universal McCann Warsaw.