A1 brings a breath of fresh wind: creative speed dating for Christmas campaign!

A1 brings a breath of fresh wind: creative speed dating for Christmas campaign!

The Austrian telecommunications company A1 has set new accents with a new management in the marketing area. Stefanie Winkler-Schloffer has been the new Director Marketing Communication since the beginning of July 2025. In her inaugural press conference, she not only presented her ideas, but also the plans for a comprehensive realignment of the upcoming Christmas campaign. To gain fresh impulses, A1 will invite all agencies to a creative speed dating for the first time.

In this innovative format, agencies can present their ideas in five -minute pitches. Three to five campaigns for more detailed presentations are to be selected from the articles. The event is intended as an opportunity to promote creativity and innovation, whereby the previous budget holder GGK Mullenlowe was also invited to participate. The pitch consists of three parts: a five-minute presentation, followed by a five-minute question-answer round and a final debriefing.

focus on community and emotion

A1 relies on topics such as community and authenticity. The central message for new customers is: "It is nice when the community grows." This is supported by an emotional TV spot that addresses the values of loyalty and connection. The spot dispenses with hectic staging and emphasizes real feelings in order to have an appealing and touching effect. The 360 ° approach of the campaign stages connections as a central brand message and is highlighted as an outstanding example of emotional brand communication.

Winkler-Schloffer also mentions that another focus is on expanding social media communication. A1 plans to significantly strengthen the brand presence on platforms such as Facebook, Instagram, TikTok and YouTube, while LinkedIn is to be used specifically in the B2B area. With over 4 billion active users worldwide, social media advertising is an essential part of the marketing strategy. The advertising measures are intended to increase the range through targeted targeting and minimize wastage.

strategic realignment of marketing

A1 will continue to invest the majority of the advertising budget in classic channels. The integration of social media is considered crucial for future success. Platform-specific strategies and best practices are of great importance. Particularly relevant aspects such as the definition of the target group, the selection of the platform, creative design of the ads and the pursuit of the campaign results are in focus.

Winkler-Schloffer has many years of experience in digital campaigning that she has gained in Campaigning Bureau in the past twelve years. Their goal is to expand the existing communication strategies of A1 and take new ground in order to establish a comprehensive and sustainable brand presence in digital and social media. With these dynamic changes, A1 could not only consolidate its market position, but also stand out as a pioneer in emotional and strategically convincing brand communication.

The upcoming steps of A1 are another example of how companies use modern approaches in marketing to prevail in a constantly changing market. The commitment to creative ideas and emotional advertising strategies will be crucial to increase brand binding and win new customers.