Tele.ring, a VMNO with T-Mobile Austria, wanted to connect with the youth market and chose NeoMedia products to tap in. The main goal was education. Introducing mobile code reading at middle and secondary schools to encourage new communication channels called for an innovative campaign. NeoMedia's 2D mobile barcode technology was employed by way of two dynamic products: NeoReader and NeoSphere.

The campaign launched in May 2009 with attention-grabbing posters throughout Austria. QR codes were incorporated into an intriguing creative execution called "the Indian" and the campaign was prominently advertised in schools. Students had the opportunity to download the NeoReader for free and scan the QR codes that appeared on the posters, where they could access free mobile content such as ring tones and wallpapers.

The response was energetic. A great deal of interest coupled with the rapid downloading time of the code software showed an impressive "click rate" well above that of traditional on-line advertising. Interestingly, with 75% of all clicks coming from non tele.ring handsets, the campaign proved successful in connecting with audiences outside the established customer base. Further research showed remarkable brand recognition for the campaign, a stunning 80%.

"tele.ring is famous for its unconventional form of communication, and NeoMedia's technology provided the most innovative and measurable way for tapping into the youth market. Besides, the impressive campaign results undoubtedly show that combining ambient with mobile, whilst drawing on the popularity of free media downloads, is a winning combination."- Harald Winkelhofer, founder and CEO of IQ mobile