Need Coffee ? Ask your Mobile Carrier !

The German mobile phone market is crazy these days. For a long time it was really cozy. The four carriers weren't much into competition and got along pretty well. Everyone was happy - except us, the customers, because we paid the highest rates in Europe. But things changed about a year ago.

In October 2004 coffee giant Tchibo started to use its vast network of stores to sell a new no frills, (relatively) low price cellular phone service under its own brand: Tchibofonieren ! It was a big success and a lot of other so called virtual carriers followed soon. Prices finally began to slide...

EasycoffeeRight now, Tchibo is running a big ad campaign to promote its service during the christmas shopping season and a recent entrant to the market, who is lacking the money for enormous media budgets, is using this as background for a smart little guerrilla like response:

easymobile started yesterday to sell cheap coffee from Tchibo's biggest competitor Jacobs. Send them a simple email and you get a pack of coffee for just 2,89 Euros. Great deal ! ;-)

Of course, it's just a pr stunt. The offer valid only for a week. But it will be interesting to see if mainstream media picks up the story. A few blogs already wrote about it...


Disclaimer: ad publica, easymobile's PR agency, is one of my clients. But I don't actually work for easymobile. Just thought it's a cute idea...


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