French Revolution in advertising campaign of Simplus mobile network
Simplus, the pay-as-you-go brand of Plus mobile network returned with another spectacular advertising campaign in Spring 2009. After the amazing horror-inspired campaign of December 2008 Simplus surprised everybody with its version of French Revolution which cut the price of 1 minute phonecall to just 0,29 PLN making Simplus the cheapest offer in the market at the time of the campaign.Advertising Agency: Team One, Warsaw Director: Maciej Kowalczuk “Czuk Czuk” Photography: Bartek Kaczmarek
The TV spot takes us back to France of 18th century when the French Revolution breaks out. The TV ad retains this unique touch of the feature film that singles out Simplus spot within a cluttered commercial break. We witness the battles in the streets, decapitated heads roll down and the blood is shed. The shooting of the TV spot took place in the Old Town of Warsaw. There are French actors in the cast and they talk in French which is dubbed by a Polish speaker. The leader of the Revolution threatens the royal family with death as the price of Freedom, Equality and Brotherhood, but suddenly a girl butts in with a suggestion that instead of bloodbath battles they could just call up everybody in Simplus since the tariff is just 29 gr per minute to everybody.
The key visual of Simplus’ print lay-outs was strongly inspired by the famous painting of 1830 by Eugène Delacroix called Liberty Leading the People [La liberté guidant le peuple] . I think it’s the first case of Polish advertising that brings back visuals from French Romanticism of 19th century on such scale.
All the materials, including BTL such as promotional leaflets, also featured the Delacroix-inspired visuals.
The campaign had a very short slogan: Simple and Cheap. 29 gr/min to Everybody which obviously layed stress on the low price that was introduced with this campaign.Advertising Agency: Team One Creative Director: Artur Dynowski Creative Team: Marcin Mroczek, Andrzej Błachut Media Buying and Planning: Universal McCann Campaign started on 16 March 2009