Vodafone’s Multitainment Box not only brings telephone and broadband internet into Germany‘s living rooms, but also compelling entertainment with Vodafone TV. The Multitainment Box is also the subject of a TV commercial in which sports celebrities and classic film heroes sing the hit song “Living in a Box”. Kontrast is charged with transferring the campaign to a media promotion at the POS.


We turn the entire Vodafone shop into a box in which the TV heroes live. Alongside the classical POS advertising tools such as posters, animations for the shop monitors and aisle banners, we also place floorstickers in the shape of the footprints of soccer players and classic film heroes etc. Curious pedestrians follow the tracks into the shop, where life-sized cardboard figures await them. We additionally develop an augmented reality app for the shop tablets. The tablet camera must be pointed at a floorsticker, which triggers the app to whisk the shopper away into the world of the Vodafone TV offering.


The broad impact of the TV commercial is efficiently reused by the promo for the POS. The floorstickers near the door attract additional traffic into the shops. The augmented reality app is used a lot and the target group is extremely interest in the Vodafone TV products.