With classic advertising increasingly entering the digital world, media convergence is a trend that will define the future media landscape. In response, Gewista has already intensified its involvement in the field of media convergence, including the development of new products that link classic out-of-home media with digital platforms. The current flagship solution is called WINPIN, a platform developed over the last two years in a collaborative effort between Gewista and kraftwerk.
WINPIN was launched in summer 2011 via the largest teaser campaign ever implemented in Austria. The WINPIN platform is the ideal way to combine classic advertising with the world of digital media – for it adds the dimension of integrated online communication to billboards, city light posters, rolling boards and transport media, thus permitting the direct inclusion of prize drawings and promotional activities alongside the presentation of products. Another key advantage is that advertisers have a direct line of communication to the campaign’s target audience via the WINPIN dialog platform and WINPIN community. Pinnie (a cute little, red-colored furry character) is the friendly WINPIN mascot who updates customers about ongoing benefits and winnings. Pinnie and WINPIN have been developed in parallel as a mascot and brand, and both are easily identified by customers as a familiar, believable and likable extension of the platform’s top brand campaigns. Due to its brief and concise message, WINPIN is ideally suited for integrated campaigns in the out-of-home segment, but it can also serve as a very effective extension of print or TV campaigns.
Use of the platform couldn’t be any easier. After one-time registration, every consumer can enjoy immediate benefits, winnings, etc., via a four-digit code (the “WINPIN”) – a single SMS or mouse click is all it takes to participate. Everyone who joins in wins twofold: participating in a campaign results in an immediate benefit (special discounts, etc.) and also offers consumers a chance to win one of the attractive main prizes. As an added incentive for the community, more exciting prizes – including a Harley-Davidson and a Chevrolet – will be raffled among all WINPIN users at the end of 2011.
The WINPIN Story
On September 3, 2009, CEO Karl Javurek (Gewista) and Heimo Hammer (owner and managing director of kraftwerk) sat down for a meeting. It was here that Hammer divulged kraftwerk’s idea to mutually develop Austria’s largest dialog-based brand platform, complete with the capability to link with out-of-home and other media. The concept was greeted with enthusiasm by Javurek and, in the course of the next two years, a WINPIN team of some 60 members was put together to implement the WINPIN concept in accordance with state-of-the-art media convergence techniques. The launch campaign was created and implemented by kraftwerk, with creative support from the form.
The company WINPIN GmbH, which now operates and develops the platform, was founded in October 2010. It represents a new partner for Gewista, and another step on its path of being the “trend-setter in media-convergent communication” in Austria and, subsequently, internationally. The agreement between Gewista and WINPIN has been concluded for a period of 10 years, whereby Gewista project manager Andreas Barth and kraftwerk owner Heimo Hammer are both represented on the WINPIN board of directors.
WINPIN for Advertising Clients
In the B2B sector, WINPIN is intended to partner the advertising industry by providing media-convergence support for campaigns. Advertising agencies, clients and media agencies are now able to quickly and easily link their campaigns with just about any online or mobile channel, while also utilizing the WINPIN community in the social media segment. WINPIN currently offers a main campaign website, a mobile website, an app for, iPhone and Android App, SMS-Services, QR codes and augmented reality functionality, as well as comprehensive social media coverage (Facebook, Twitter, Flickr and Youtube)
WINPIN will be expanded step by step over the coming months, to include integration of several new communication solutions. Cooperation with forward-thinking innovators is always highly welcome, especially in the WINPIN Lab. To give Gewista clients a chance to evaluate the many benefits that WINPIN has to offer, the implementation of WINPIN promotions will be free of charge – to the extent that such promotions are part of a booked campaign – during the introductory year. Thus, Gewista clients are able to explore this new media world without incurring any additional costs or risks.
WINPIN for Consumers
In the B2C segment, WINPIN will serve as a viable campaign extension – importantly, one with an established community – for top companies and their customers. Pinnie, the loveable mascot, represents or communicates all of the following: fun, openness, consumer benefits (savings, etc.), prize winnings, new friends and reliable product information. Thus, he is also an effective “partner” of top brands. Another key advantage is that the platform is easy for consumers to use. The one-time registration is subsequently valid for all campaigns, which means consumers can participate with a simple click of the mouse. It doesn’t get any easier than that!
Data protection is a top priority for WINPIN: The platform is submitted to voluntary auditing, and the data is not passed on to any third parties. Typical address marketing practices are also foregone. Data accumulated during campaigns is only available to the respective top partner for further use within the community. In addition, dialog via WINPIN is free for all consumers. No premium-rate numbers are used, and there are no hidden scams whatsoever. The only cost that may arise is the usual charge for sending an SMS, which in most cases is covered by the flat rate (of the mobile network provider).
Comments by Gewista and WINPIN Executives
Karl Javurek: “Together with WINPIN, Gewista is the first company in Austria to offer the ideal extension for out-of-home campaigns in the form of mobile marketing, social media and online promotions. Media convergence and performance now share the same roof: WINPIN.”
Andreas Barth: “Gewista and WINPIN – or, in other words, out-of-home and Internet – is a combination that offers advertising partners numerous advantages: Above all, outstanding cost-effectiveness in broadening the impact of outdoor advertising, extending campaigns to the Internet at no extra charge, the use of integrated online and mobile promotions, and a quick set-up.”
Heimo Hammer (director of kraftwerk, the creative think-tank that developed the WINPIN idea in cooperation with Gewista): “As Victor Hugo once put it, nothing is more powerful than an idea whose time has come. WINPIN is available to all advertisers on the market and our intent is to continue developing it further as a ‘living platform.’”
„The WINPIN Story“
On September 3, 2009, CEO Karl Javurek (Gewista) and Heimo Hammer (owner and managing director of kraftwerk) sat down for a meeting. It was here that Hammer divulged kraftwerk’s idea to mutually develop Austria’s largest dialog-based brand platform, complete with the capability to link with out-of-home and other media. The concept was greeted with enthusiasm by Javurek and, in the course of the next two years, a WINPIN team of some 60 members was put together to implement the WINPIN concept in accordance with state-of-the-art media convergence techniques. The launch campaign was created and implemented by kraftwerk, with creative support from the form.
The company WINPIN GmbH, which now operates and develops the platform, was founded in October 2010. It represents a new partner for Gewista, and another step on its path of being the “trend-setter in media-convergent communication” in Austria and, subsequently, internationally. The agreement between Gewista and WINPIN has been concluded for a period of 10 years, whereby Gewista project manager Andreas Barth and kraftwerk owner Heimo Hammer are both represented on the WINPIN board of directors.
Credits:
Gewista: Karl Javurek, Andrea Groh, Daniela Grill, Angela Regner | kraftwerk: Jürgen Oberguggenberger, Raphael Seidl, Bernhard Hofer, Nina Kasbauer, Gerhard Grossberger, Davis Stempel, Alexander Pichler, Steve Brodnik, Angelika Hofer, Angelika Germ | WINPIN: Andreas Barth, Heimo Hammer | the form: Marco Lumsden, Steve Brodnik, Andreas Niedermayer, Lukas Wiskocil | Lucy Marx: Peter Hofbauer, Dejan Palalic, Reinhold Buchinger, Phillip Lomsits | Metaio/Junaio: Kerim Ispir | 3D-Character: Uli Radhuber | Speaker: Christian Laudenbach | Online-Promotion: dynamo gold, Stefan Traunmüller | TV-Spot: the lounge, Stefan Halegger | Promotion-Tour: Stargate Group, Julia Schattauer, Joanna Fraczyk | Promotion-Movies: anigmafilm, Marcus Bernhardt, Fillip Langmayr | Server: APA, Ingo Peitler | Costumes: Gina Drewes | Augmented Reality: RareByte, Rainer Angermann, Mateusz Gorecki | Music: Vaseva
Press Contact:
Gewista - urban media, Angela Regner
E-mail: regner@gewista.at, Tel: +43 (0)1-79597-622
WINPIN GmbH, Mag. Heimo Hammer
E-mail: hammer@kraftwerk.co.at, Tel: +43 (0)1-4093630
currycom communications GmbH, Tina Eggl
E-mail: tina.eggl@currycom.com, Tel: +43 (0)1-59950-0
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