fraenk – BAEM is my Code (60s)
Mobile internet digital ad campaign
fraenk is Germany's first completely digital mobile plan. The company realized that a high number of its users, approximately 8 percent, recommend fraenk to their friends. This campaign was designed to dramatically increase that number. The pitch promotes a friendship code (BAEM) to get users to sign up for more data and refer fraenk to their friends, even if they are not active on the service. The strategy is completely unique for this market and the strong response was unprecedented. The dadaistic voiceover, the edit and art direction were very effective in reaching the target audience of mostly males, ages 16-40.
Date of Launch
2021
Development Time
up to 12 months
Target Regions
Specific country/region: Germany
Target Groups
Consumer / User