On the up & in the mix

Drei made bold moves this year to attract the growing youth market in Austria with unlimited 5G tariffs for smartphones and homes. Just this December a new Tik Tok channel has been launched to communicate more effectively with a youth market.

A “Try before you buy” campaign was a first-ever in the country. With up³ customers were invited to do just that by enjoying the benefits of a 3-month free trial, with no paperwork, no physical SIM card and no commitment – without having to leave their current provider. Simply try alongside and decide later who wins. The early success of up³ has been significant.

Drei’s other focus has been sharing and community. Through its flexible ‘Unlimited Mix’, customers are given options to combine data and voice plans with family and friends or just for themselves, in order to get more overall value from Drei. Any combination from the current portfolio is valid, it starts with just 2 combines tariffs. The campaign was especially successful in the youth segment, lifting awareness to 22% (usual average 10%).

With three points of focus in place for next year – including a revision of the brand’s value proposition – 2024 will be another big year for Drei.

“Why should mobile communication be complicated? We wanted to make it simple and intuitive.”