This fairy-tale started in June 2009, when the luckiest Telecom subscribers participated in an exclusive boutique concert called Ultra-Personal with Slovenia’s biggest rock band Siddharta. The band was recording the new album Saga in California, sponsored by Telecom Slovenia. At the Mystery concert, the rock band presented the first three songs from the emerging Saga album.

But the Ultra-Personal mystery concert could not be mysterious unless we hid some information, which contributed to the high expectations of the members of the loyalty program – the mystery was sustained until they were brought to the concert location, where they had the best brand experience with a very personal connotation. People were taken by bus to a secret location – a gallery at the Volčji potok arboretum.

Our aim was to increase the number of loyalty program entries, to consolidate loyalty among existing registered users and to rejuvenate the brand of Telecom Slovenia.