WINNERS ANNOUNCEMENT 2017!

We had a wonderful Awards ceremony and Gala-Event on May 3 in Vienna. Congratulations again to all colleagues and agency partners whose campaigns won their category and took home the trophies. And we like to thank everybody involved for the great participation and interest in the Awards. The competition has been a big success. In terms of quality there were lots of really striking campaigns.
You can see and download all campaign videos here. We are looking forward to the Awards 2018. So keep up your good work. It could make you win next time.

Your GBM-Team

IMPRESSIONS OF THIS YEAR'S GALA EVENT

Watch the video for a closer look at the Awards Gala Event in Vienna. It also features participants and jurors describing the main goal of the Awards, their personal highlights and impressions. Keep up the good work everyone!

CAMPAIGN OF THE YEAR

Deutsche Telekom, Germany
Sea Hero Quest
CATEGORY
WINNER
CAMPAIGN
OF THE YEAR
Sea Hero Quest
Deutsche Telekom, Saatchi & Saatchi, Germany
Best use of technology
Deutsche Telekom’s belief is “Life is for sharing.” Memories are what truly matter, but that belief is being destroyed by Dementia, the next global health crisis; affecting 47.5 million worldwide.

Till now the key barrier to developing effective diagnostic tests and treatments for dementia is a lack of clinical data.

One of the most noticeable early cognitive functions that dementia sufferers lose is navigational skill – which is also a popular game genre. Experts from medical research and game development helped us create the perfect balance between engagement and scientific utility, to capture high quality data in an addictive game.
Sea Hero Quest, a mobile game where users navigate their boat around different maps, and create data for researchers to use in their fight against dementia. Creating the world’s largest benchmark for navigation covering every gender and age across 250 countries.

There have been over 2.7 million downloads, and with total gameplay of over 75 years we gathered data for scientists that would have otherwise taken them over 11,000 years to collect. With over 79,000 reviews and 5 star ratings in the Google Play and App Store the sentiment is clear – people want to gameforgood.

PEOPLE'S CHOICE

Telekom, Hungary
#weareone
CATEGORY
WINNER
PEOPLE'S
CHOICE AWARD
#weareone
Telekom, Magyar Telekom, Hungary
Most effective engagement campaign
Hungary hasn't participated in the EuroCup for 44 years. In 2016 we made it. Still, most people thought it would be a complete disaster, they didn't believe in the team. Telekom wanted to change this attitude and turn Hungarians into a community of believers and a country united by football.

By the Cheering Heart, Telekom gave people back the fate in their team. 1,6 million heartbeats and messages were sent to the players in a country of 10 million. 10% of total population claimed that they sent a message to express their belief. As a result, Telekom was mentioned among the biggest sponsors of the Hungarian team without actually being a sponsor.

Best communications strategy

T-Mobile and T-Home, Macedonia
Best network
CATEGORY
WINNER
Best network
T-Mobile and T-Home, Publicis, Macedonia
Best communications strategy
To reinforce Telekom position as the best national operator, as claimed by customers in a survey, we created more than a campaign, a project that enabled Macedonians to share beauties of their country using the best network in the country.
The idea was to launch a project with a nationwide impact together with the people of Macedonia and jointly praise the beauties of our country. We created a digital platform OurMacedonia and invited people to share their unique stories about Macedonia using the best network. We partnered with famous singers, sportsmen and actors, who revealed their favorite things about Macedonia.
Using real-time social media integration, the platform collected content with ourmacedonia from Facebook, Instagram and YouTube. It enabled visitors to vote for the best entries and the most interesting were turned into short documentaries, custom banners and gifs.
The campaign rolled out with 360 activation, bringing the platform to life through all channels: TV, web, OOH, shops branding and strong customer engagement.
In the first week we reached 25K unique site visitors and became one of 5 most visited web sites. On social media we achieved over 10 million impressions, more than 40K clicks and over 130 thousand views.
T-Mobile, Austria
LOYAL ≠ EGAL (LOYALTY MATTERS)
LOYAL ≠ EGAL (LOYALTY MATTERS)
T-Mobile, Jung von Matt/Donau, Austria
Best communications strategy
There has always been a great injustice in the mobile sector: Loyal customers are always treated worse than new customers.
We wanted to change that. And therefore we are the only mobile provider in Austria that says: LOYALTY MATTERS. At T-Mobile loyal customers get the same offers as new customers.
COSMOTE, Greece
The Life Network
The Life Network
COSMOTE, COSMOTE S.A., Greece
Best communications strategy
When making statements regarding a network, one must always convey the “what’s in it for me”, and not just hard facts.
However, when numbers supporting those statements end up meaning nothing to consumers regarding their everyday life and needs, you must find a way to get them involved again.
And what better way to assert superiority than through peoples’ own experiences that happen due to a service they tend to forget even exists?
A network that supports them by being “present” in their every moments, good or bad, important or not and enables the sharing of some of their most important experiences. The COSMOTE networks!
So instead of once again speaking for ourselves we asked consumers to speak for the networks, by sharing those unique yet everyday moments that anyone could have experienced and the fixed and mobile COSMOTE networks had played an essential part in, with the promise that maybe their own story would become the next campaign.
Amongst a numerous amount of interesting stories 3 were chosen, that we believed people would associate with and via the storytelling champion our networks, each highlighting specific product traits.
And this approach proved ideal because the results were extremely satisfying!

Best creative

Slovak Telekom, Slovakia
Tune in with the deaf
CATEGORY
WINNER
Tune in with the deaf
Slovak Telekom, Slovak Telekom, Slovakia
Best creative
We believe that our idea is unique. Deaf people can't hear such a beautiful thing as music. We used music to show that hearing impaired people are those who can't enjoy all the kinds of beauty of the world and we have to do as much as we can to help them.
The campaign highlighted the problems of deaf people in a whole new way. The biggest paradox is that the symbols used in the campaign are music, concert and conductor of the orchestra. These symbols have pointed out how important the role of the innovative service is which ST brings to the public. The campaign was visible cross all client media mix - TV, non TV, Online, Event. With this integrated campaign, we proved that nothing is more than our Life Is For Sharing and we raised our mean satisfaction score more than 5% above the benchmark line.
Telekom, Hungary
Valentines Day
Valentines Day
Telekom, isobar , Hungary
Best creative
As the biggest communication service provider in Hungary we wanted to be responsible and communicate the message: Use your smartphone responsibly! We decided to use Valentine’s Day to spread it.

We invited couples for a romantic dinner and secretly asked one of them to keep using their phone. Their spouses’ funnily frustrated reactions made up an online film. And it ended with our Valentine’s message: “Your mobile bridges the distance if you are far, but keeps you apart when you are close.”

The digital detoxication message from a mobile service provider with an unusual executional idea created high number of user interactions. The video reached 3000+ shares on the Hungarian internet on February 13 and during the next days. The awareness of the film reached 12%, by mostly organic views with only 1,3 M HUF paid media. The completion rate of the youtube video was 150% higher than the benchmark. It means almost 20x more efficient media usage than an average TVC campaign has.

The results completely changed our thinking about online videos and based on that, we created a brand new strategy for online and social media platforms.
Telekom, Germany
The magic advent calendar
The magic advent calendar
Telekom, DDB Hamburg GmbH, Germany
Best creative
Reinventing the sharing spirit of Christmas – with a Magic Advent Calendar.

For Christmas 2016 Deutsche Telekom took Germans on a fairytale adventure: Jonas’ journey to selflessness. A cinematic experience told like a Christmas fable.

Storytelling is deeply rooted in German literature and culture. Thus, inspired by Germany’s best-known storytellers, the Grimm Brothers, the highly cinematic TVC tells Jonas’ story in an enchanting fairytale world.

In a movie-like two-minute online ad, we portrayed Jonas’ story: After finding a magical advent calendar on his doorstep, he realizes that he needs to connect and share it with others to open the calendar’s doors and get the sweet chocolate goodies inside. Each day, the Magic Advent Calendar shows him the joy of giving and sharing, until Jonas decides to share the last piece with his little sister.

Our Magic Advent Calendar lets people experience “Life is for sharing” in a surprising way by turning the self-centered aspects of advent calendars into something social and benevolent.

The magic calendar was more than just a heart-warming ad. It was a unique story executed with a cinematic brilliance that captured people’s attention and also won their hearts, making Telekom’s TVC the most liked TVC of the year.

Best live branded experience

T-Mobile, USA
BlizzCon
CATEGORY
WINNER
BlizzCon
T-Mobile, T-Mobile USA, USA
Best live branded experience
T-Mobile shook up the wireless industry with the launch of T-Mobile ONE; now heavy data-using esports fans can stream every match without worrying about their data. We set out to drive awareness of T-Mobile ONE among esports fans through a sponsorship of BlizzCon, a premiere global esports event, and the inaugural Overwatch World Cup tournament.

We created a contextually relevant brand position as the Hero of Data – Overwatch characters are known as ‘Heroes’ – and leveraged Overwatch intellectual property across our campaign touchpoints.

We celebrated the Overwatch World Cup’s top ‘hero’ by owning the MVP Award, and allowed fans to vote for the MVP on Twitter using TMobileMVP. TMUS CEO John Legere capped it off by announcing the MVP during the Finals broadcast.

Onsite, our Un-carrier Lounge enabled fans to watch unlimited BlizzCon coverage and we unleashed free Wi-Fi for all.

We amplified our message beyond the event with digital placements across BlizzCon content online and an interactive social media campaign featuring daily Facebook Live chats with gaming influencers.

BlizzCon was T-Mobile’s most integrated esports campaign yet! It drove 192+M media impressions, increased social conversation by 288% year-over-year and earned T-Mobile the top ranking in awareness among non-endemic sponsors.
Telekom, Germany
Street Gigs 360°
Street Gigs 360°
Telekom, MediaCom Agentur für Media-Beratung GmbH , Germany
Best live branded experience
High-quality content is at the core of communications nowadays. People want to be part of the content. Additionally 360° technology is revolutionizing the market. The Deutsche Telekom is first enabler who makes this experience accessible and relevant for whole Germany. The main goal was to engage our target group and make the “best net” tangible by using a wide-reaching and crossmedia communication and experience to present the Telekom once again as the leader in technology. Making this event accessible for everyone by a livestream, we are demonstrating the high quality of our net. A perfect symbiosis of brand, product and technology. Creating emotions and unforgettable moments is one of the core targets of the Street Gigs. As an innovative and modern entertainment brand, the Deutsche Telekom is in the right spot during the IFA, positioning as the knowledge leader and first mover of the 360°- and virtual reality technology. The Deutsche Telekom is the first German company that makes a live concert 360° virtually accessible and gives the target group the chance to witness their idols on stage or from the audience in an innovative and pioneering way. The promise “Erleben was verbindet” has been proven.
T-Mobile, Netherlands
Live VR at dance festivals
Live VR at dance festivals
T-Mobile, T-Mobile, Netherlands
Best live branded experience
Insight
The Flying Dutch is a Dutch Dance festival at three simultaneous locations, all with the same line-up. Holland's top 10 DJ's travel all three sites by chopper. The organization’s biggest challenge was to connect the actual festival sites and its 120.000 visitors.

Idea
On every festival stage, we set up a VR camera right next to the DJ booth. This signal was live-streamed to the 3 domes we placed at the festival sites. Inside these domes, visitors could choose which festival he or she would like to visit an switch between them, live, in virtual reality. Visitors were able to experience the other festival locations via one of the 25 Huawei handsets/VR-glasses we made available per location/dome. Most of them experienced VR for the first time and gained VIP access on the stage at the same time. All through technology available in T-Mobile's store.

Results
Over the course of the festival, almost every minute someone visited our VR domes. 90% of the festival visitors named T-Mobile as festival-partner. This activation was also requested by other festivals we partnered with (Dutch Valley/Dance Valley).

Best reinvented campaign

Slovak Telekom, Slovakia
Sea Hero Bot
CATEGORY
WINNER
Sea Hero Bot
Slovak Telekom, Slovak Telekom, Slovakia
Best reinvented campaign
We worked on an international campaign SEA HERO QUEST, the aim of which was to fight against dementia thanks to a simple online game. It is specific for Slovakia that the words ‘DEMENT´, ‘DEMENTIC´, and ‘DEMENTIA´ are popular swear words. These swear words are very popular with people who read and comment in articles on opinion-making online news portals. When a discussion starts by commenting on an article, everyone is ‘´DEMENT´, his or her opinions are ‘DEMENTIC´ or he or she suffers from ‘DEMENTIA´. We created an online commenting bot that notified the discussion participants under articles who used words such as ‘dement´, ‘dementia´, and ‘dementic´ that it was a serious problem and gave them a chance to do something about it and help.Thanks to our bot that generated thousands of notifications considering dementia not as a swear word, but as a serious illness, we achieved success that exceeded our expectations - we became the second country with the highest number of downloads of the Sea Hero Quest application.
Telekom, Romania
Xmas No1Dad Campaign
Xmas No1Dad Campaign
Telekom, Telekom Romania , Romania
Best reinvented campaign
We continued the success of the Global campaign No1Dad by developing a new campaign with a local spin, recognizing that Dads Know the small things that make family moments memorable.Through a 360 campaign we challenged Romanian Dads to be the masters of the Winter Holidays, using particular skills for creating memorable moments for and with the family - enriched with the Telekom products that made great Xmas presents for everyone. “Dads Know” line was turned into a cheerful carol, which became an instant hit.We created www.no1dadsknow.ro. An interactive platform, where 4 comedian dads were giving out tips & tricks on Xmas related issues.Dads were able to fill in their own questions and they received one of the hundreds of unique responses on how to solve it. The campaign had tremendous results. In TV we had a 92.6% reach (at) 1+, and 88.9% reach (at) 3+. A staggering 1.333.087 Facebook Impressions.The online platform had an average wait time of 3:01 and a bounce rate of 47.64%. In Brand FIT testing, we had a target achievement of 150% and a sales increase of 26.7% in just 2 months.All of which goes to show that while dads do know Xmas,Telekom knows Dads
T-Mobile, Poland
Feel Connected
Feel Connected
T-Mobile, AGENCJA WARSZAWA SP. Z O.O. S.K.A, Poland
Best reinvented campaign
During summer 2016 an international “Feel connected” campaign starring Andrea Bocelli was on.
It’s aim was promoting the International T-Mobile Zone and T-Mobile values symbolized by the T-Pose.

Because the tenor wasn’t recognizable enough among polish millennials we decided to show the idea in a scenery “natural“ for roaming – while traveling. We invited to our journey MichaƂ Baryza - one of the biggest social media lifestyle Influencer.
During his travel through International T-Mobile zone our main goal was showing that with our roaming offer Michael can stay connected not only with locals but also with his followers - posting on his SM whatever he wanted wherever he wanted.

We shared videos on both T-Mobile’s and Michael’s channels from each country we visited. Michal’s T-Pose became a symbol of the cross-cultural connection and openness. All the materials were produced on the road and posted instantly – it give us the authenticity and a real time interaction. There were more than 500 materials in total!

The results were outstanding!

What really matters is that Feel Connected was the only campaign of 2016, which had no negative sentiment, ultimately it was design to improve T-Mobile image among Millenials!

Best use of content (including product placements)

T-Mobile, Austria
Techno ab Hof
CATEGORY
WINNER
Techno ab Hof
T-Mobile, VICE , Austria
Best use of content (including product placements)
Challenge:
With My HomeNet, T-Mobile has the perfect solution for fast internet, even in places like the most remote villages in Austria. The ATL campaign was able to communicate the offer to our customers, but lacked a proof of the capability of the product itself and T-Mobiles LTE network.

Idea:
Streaming events like the infamous „Boiler Room“ series enjoy cult status amongst the millennial target audience. In our content campaign, we used the hype and placed the product in an established, cultural relevant environment. Our main protagonist, Berni, is a young Austrian, living in a small village in the middle of nowhere. Ever since he got back from studying in Vienna, he dreamt about hosting the best party Austria has ever seen, on his parents farm.

Execution:
The best party ever, in the middle of nowhere? To realise this ambitious project, T-Mobile teamed up with Vice, to create a one of a kind content program. With multiple teaser and hero videos, we told Berni’s story on T-Mobile’s owned and social channels. The party itself was streamed live on Facebook and YouTube, using T-Mobile’s My HomeNet router.
Telekom Electronic Beats, Germany
Telekom Electronic Beats
Telekom Electronic Beats
Telekom Electronic Beats, C3 Creative Code and Content GmbH, Germany
Best use of content (including product placements)
Telekom Electronic Beats (TEB) is one of the world’s most established music and lifestyle content marketing programs, encompassing a range of products and services as well as award-winning content and events.

Over the last 17 years, TEB’s role has been to communicate and interact with young audiences in the context of electronic music. Today the program is present in various digital and analog ways. European city-wide festivals in cultural centers like Warsaw, Cologne and Budapest connect locals with stars of the international music scene.

With its industry-leading music and lifestyle journalism, TEB communicates with an audience of several million users monthly. A whole universe of music experiences has been created through a diverse range of channels, with the website Electronicbeats.net as its central hub. While the program was initially centered around music marketing, TEB now embraces the strong connection between music and other lifestyle areas such as design, tech, fashion and art. TEB has worked with some of the biggest names in contemporary music from Grace Jones and Depeche Mode through to Moderat as well as championing new up-and-coming artists such as Mø, Justice, HONNE and Ry X.
COSMOTE, Greece
THE NEXT GENERATION OF FAMILY BUSINESSES
THE NEXT GENERATION OF FAMILY BUSINESSES
COSMOTE, COSMOTE, Greece
Best use of content (including product placements)
Most of Greek businesses are family businesses and of great importance for both society and economy. When younger generation takes over, they aim to modernize their business and adopt new technology solutions.

COSMOTE, launched COSMOTE Business One programs (fixed and mobile tariffs, internet access & presence, cloud storage/email and PBX features) that consists an important tool for any business.

In order to inspire and engage family businesses, we created an online promo video, so as to remind them their importance in Greek society and at the same time to support them in a tangible way, inviting professionals to sign up for the “Next Generation of Family Businesses” activation.

10 participants prevailed for their story, their evolution and their vision for the future, and they were called for an interview in order to select 3 winners.

The 3 winning stories got a) free online campaigns so as to advertise their businesses and b) free COSMOTE Business One programs (for 18 months) to empower their everyday activities
Two months after having tried the new programs in their business, additional video content was created, where the winners became our ambassadors and endorsed the attributes and services of COSMOTE Business One.

Best use of technology

Deutsche Telekom, Germany
Sea Hero Quest
CATEGORY
WINNER
CAMPAIGN
OF THE YEAR
Sea Hero Quest
Deutsche Telekom, Saatchi & Saatchi, Germany
Best use of technology
Deutsche Telekom’s belief is “Life is for sharing.” Memories are what truly matter, but that belief is being destroyed by Dementia, the next global health crisis; affecting 47.5 million worldwide.

Till now the key barrier to developing effective diagnostic tests and treatments for dementia is a lack of clinical data.

One of the most noticeable early cognitive functions that dementia sufferers lose is navigational skill – which is also a popular game genre. Experts from medical research and game development helped us create the perfect balance between engagement and scientific utility, to capture high quality data in an addictive game.
Sea Hero Quest, a mobile game where users navigate their boat around different maps, and create data for researchers to use in their fight against dementia. Creating the world’s largest benchmark for navigation covering every gender and age across 250 countries.

There have been over 2.7 million downloads, and with total gameplay of over 75 years we gathered data for scientists that would have otherwise taken them over 11,000 years to collect. With over 79,000 reviews and 5 star ratings in the Google Play and App Store the sentiment is clear – people want to gameforgood.
Telekom, Hungary
#weareone
#weareone
Telekom, Magyar Telekom, Hungary
Best use of technology
Hungary hasn't participated in the EuroCup for 44 years. In 2016 we made it. Still, most people thought it would be a complete disaster, they didn't believe in the team. Telekom wanted to change this attitude and turn Hungarians into a community of believers and a country united by football.

By the Cheering Heart, Telekom gave people back the fate in their team with a simple gadget that connected athletes and fans. Via the device cheering messages and heartbeats coming from Hunagrians reached the athletes during the games. 1,6 million heartbeats and messages were sent to the players in a country of 10 million.
Telekom, Germany
Street Gigs 360°
Street Gigs 360°
Telekom, MediaCom Agentur für Media-Beratung GmbH , Germany
Best use of technology
The 360° technology enables an unprecedented opportunity to experience live content in an agile way. Furthermore, it makes it possible to be live at events - without even leaving your house. That is why 360°-and Virtual Reality Content becomes more and more exciting for brands. Exclusive content in an innovative 360° format incites our target group to share valuable experiences and content with their peer groups. The focus relied on distributing the unique 360° content wherever possible. Next to the Youtube masthead, the 360° livestream was implemented within social media channels, the BILD cooperation and YouTube to give the user the chance to experience the gig through all channels. With 5 cameras we created incredible moving 360° perspectives. As a first mover we used a 360° Spidercam with the latest technical standards. To create crisp, clean and immerging content, we only used the best professional hardware. The new 360° technology gives the customer the chance to virtually dive into the concert of one of most popular Bands of the World: the Red Hot Chili Peppers. Telekom, as the first company worldwide, who makes this experience and 360° technology accessible, has the knowledge to lead the new technology to market maturity.

Most effective engagement campaign

Telekom, Hungary
#weareone
CATEGORY
WINNER
PEOPLE'S
CHOICE AWARD
#weareone
Telekom, Magyar Telekom, Hungary
Most effective engagement campaign
Hungary hasn't participated in the EuroCup for 44 years. In 2016 we made it. Still, most people thought it would be a complete disaster, they didn't believe in the team. Telekom wanted to change this attitude and turn Hungarians into a community of believers and a country united by football.

By the Cheering Heart, Telekom gave people back the fate in their team. 1,6 million heartbeats and messages were sent to the players in a country of 10 million. 10% of total population claimed that they sent a message to express their belief. As a result, Telekom was mentioned among the biggest sponsors of the Hungarian team without actually being a sponsor.
T-Mobile, Austria
Stille Nacht (Silent Night)
Stille Nacht (Silent Night)
T-Mobile, Jung von Matt Donau, Austria
Most effective engagement campaign
At T-Mobile we love smartphones.
There‘s just so much you can do with them.
But we also know that there’s one day when you should just put your smartphone away: Christmas Eve.
That‘s why we‘ve created Silent Night, an app made especially for that day.
If activated the app simply muted your smartphone and started to clock the time you spent without it. And for every minute spent in mute mode on the 24th,
T-Mobile donated to the Austrian Childhood Cancer Organisation. Results: 44.000 downloads, the number 1 app in the app store and 45.000 euros spend for children in need.
Telekom, Albania
Sea Hero Quest
Sea Hero Quest
Telekom, Telekom Albania, Albania
Most effective engagement campaign
Albania joined this big Sea Hero Quest initiative by developing an efficient and consistent strategy with the main objective to engage Telekom customers in a game for good. By having a strategy of maximum push from the beginning using all the media mix, including TV coupled with PR, influencers and events, we insured a synergy movement that fed on itself to create maximum engagement. It helped generate record downloads, bringing Albania to the highest rate of downloads - 20/1000 inhabitants in the DT footprint. More importantly it generated 294,000 sessions played with more than 685k research hours for dementia. A feel good result for a campaign for good for tiny Albania.

Most effective sales campaign

Telekom, Hungary
DT EU - Telekom Digital Blueprint
CATEGORY
WINNER
DT EU - Telekom Digital Blueprint
Telekom, MEC Hungary, Hungary
Most effective sales campaign
Our challenge was to make digital advertising more efficient.
Our solution was data-driven marketing to make our messages more relevant by applying the Telekom Digital Blueprint, its first use outside Germany.

Our approach was to combine our first-party data from the DMP with dynamic banners.

First we targeted our users with engagement banners designed to promote the actual hard sales offers. After users had seen these at least 2 times then we delivered more tailored hard sales messages depending on the information we had from our user. The data would tell us which mobile phones in which tariff plan our users had been looking at in our webshop. And the banners would allow us to show them exactly those models with the best monthly tariff plan.

Other users whose device preference was not known to us saw dynamic banners with a random rotation of devices and plans available in the webshop.

The results were incredible. Dynamic banners combined with our data driven targeting delivered:

• More than twice the basket value
• Five times higher click through rates
• 42% lower cost per click

Not only does our marketing work more efficiently but we also know what works and what’s wasted.

T, Montenegro
Magenta One
Magenta One
T, Telecom Montenegro, Montenegro
Most effective sales campaign
By the end of 2015 we were facing a big challenge. While leading the market of fix line communication we were a step back in mobile. Competition was investing in infrastructure in an attempt to challenge our incumbent position. We urgently needed a plan and decided that attack was the best defense. A convergent product was our means to expand mobile while safeguarding our national operator leadership. “All services, fixed and mobile in one package under one bill with the most competitive price”. Utilizing strong local imagery, life style and ethics … we introduced Magenta One speaking about one community as a unique source of inspiration that is totally compatible with our product…. The unique platform for total communication under one mantra “Together we are all like one”. Campaign unfolded in two stages; Teaser Phase “The future is one” with aggressive BTL activities across the country and launching Phase with 360° ATL communication establishing our profile as the “Family national operator”. Sales were overreached by 140% with influx of new Magenta One customers and a raise in household market percentage. New postpaid customers emerged and amazing market shares were achieved. Extraordinary brand fit results and value indicators concluded our success.
Telekom, Macedonia
EURO 2016
EURO 2016
Telekom, Publicis, Macedonia
Most effective sales campaign
People in Macedonia are passionate about football. In the period of the immense spectacle as the EURO 2016 in France, everybody was preparing to watch their favorite teams play. So we decided to make a complete takeover and promote Telekom along with Magenta 1 as an unofficial sponsor of the EURO 2016.

The European Golden Boot winner, Darko Pancev and actor Sasko Kocev, were the dynamic duo leading our ATL communication and promoting the big Winning game which took 10 lucky Magenta 1 customers to the Euro finals in Paris.
They hosted an interactive digital show during the entire tournament, engaging football fans all over Macedonia in real time. The football euphoria continued with a super-contagious mobile game FOOTBALL MANIA. The game was downloaded by thousands of players, making it the most popular game in the App store. The campaign culminated with public viewing events for the semi-finals and final, turning the main square in Skopje into a giant football living-room.
Telekom dominated the EURO 2016 experience in Macedonia and the results of all these efforts followed soon with average gross adds volume increase by 16% during campaign timeframe, compared to the period before the campaign.

Most innovative use of media

Telekom, Romania
Sea Hero Quest - Digital Busshelter
CATEGORY
WINNER
Sea Hero Quest - Digital Busshelter
Telekom, Telekom Romania, Romania
Most innovative use of media
The Basics:
We fully digitized a Bucharest central BusShelter (with LEDscreen & sound-system, motion sensors and Wi-Fi) to address passengers directly and get them to interact with the campaign.
All the while we were collecting data (through cookies) weather the passengers were interacting with the campaign or not (just using the Wi-Fi) to address them later with relevant messages for this campaign or others.

The Background:
This was developed by Telekom as a B2B product – advertising solution for clients who want to be at the forefront of digitization and innovation in advertising.

The Case:
We tested the solution ourselves with the SeaHero Quest campaign as follows:
- the screen featured a video presenting an old man speaking about his lost memories
- when a person was detected approaching the screen we presented the game and asked them to access the website right then, enter a code provided on the screen, download the game and play
- each person (that entered the code or just used the Wi-Fi) was tracked with a cookie allowing us to show them relevant messages for this campaign or others.

The results were amazing – 12,5% of the total SeaHero downloads in Romania came from this project.
Telekom, Macedonia
Magenta 1 COOL
Magenta 1 COOL
Telekom, Publicis, Macedonia
Most innovative use of media
In order to be relevant for the millenials and to inspire and engage them, we started a conversation using their language and channels they use. The media mix was carefully prepared and inspired by millennials and their lifestyle.
In addition to a full 360 degrees campaign roll-out with attractive TV, digital and engagement executions, we made first ever custom-made Viber stickers, free of charge for all, reaching over 107K downloads in 3 months out of 300.000 millennials living in the country.
To be appealing among youngsters, we launched the first ever Snapchat campaign in Macedonia. We invited young influencers to promote our Cool Telekom channel. 7 influencers had the opportunity to take over the Telekom Snapchat channel for 24 hours. We had dancers, musicians, DJs, famous pop stars, start up gurus and each had the opportunity to show their “cool” talent, turning the Telekom channel into the most watch Snapchat channel in the country.
In parallel, we launched a super cool wining game where every new Magenta 1 Cool customer, got the chance to win one of the 100 hoverboards. To make bigger buzz about it, our team was moving around on hoverboards in Skopje and throughout Macedonia.
T-Mobile, Czech Republic
T-Mobile TV
T-Mobile TV
T-Mobile, T-Mobile , Czech Republic
Most innovative use of media
We are the technologic leader and innovator and we wanted to introduce our new product to our customers with an innovative way. Our goal was to launch new T-Mobile TV and part of the communication was also print ad. We choose visual attractive way – a hologram – which is attractive alike our new T-Mobile TV is. At the same time we wanted to deliver with this hologram a huge content and programme offer of our new TV. As part of the print was a special plastic pyramid which you put on your mobile phone, play our video and watch the hologram. The print was only in two periodics and generated over 1.000 unique views.

Targeting millennials

Telekom, Macedonia
Magenta 1 COOL
CATEGORY
WINNER
Magenta 1 COOL
Telekom, Publicis, Macedonia
Targeting millennials
Youngsters… Such a tough crowd to please! They know it all; have opinion about everything and they want doing things their own way.
In order to reach and engage the millennials, we used a tailor made combination of product features and relevant media mix. We introduced the Magenta 1 Cool option – an additional SIM card for youngsters with plenty of internet, all net talks and cool smartphone with affordable price!
In addition, we made first ever custom Viber stickers in Macedonian language; quickly reaching over 107K downloads out of 300.000 millennials living in the country.
To increase relevance among youngsters, we also launched the first ever Snapchat campaign in Macedonia. We invited young influencers to promote our Cool Telekom channel. 7 influencers had the opportunity to take over the Telekom Snapchat channel for 24 hours. We had dancers, musicians, DJs, famous pop stars, start up gurus and each of them had the opportunity to show their “cool” talent, turning the Telekom channel into the most watch Snapchat channel in the country.
In parallel, we launched a super cool wining game where every new Magenta 1 Cool customer, gets a chance to win one of the 100 hoverboards.
WHAT'S UP , Greece
WHAT'S UP - EVERYTHING IS NOW
WHAT'S UP - EVERYTHING IS NOW
WHAT'S UP , COSMOTE, Greece
Targeting millennials
Our campaign sought to regain the momentum we had lost. To bring our sexy back to a generation that doesn’t have much time for nonsense.

We wanted to set the brand’s communication on fire and make it rise, with a new logo, new voice, new attitude and lots of energy.

We envisioned our new campaign as an embracing of reality, a celebration of the moment.
But most importantly, we wanted it to be the answer to a question: What’s Up?

And the answers were out there: Dreams, Passions, Risks, Stress, Obstacles, Solutions, Challenges… Everything.

And none of them wait. Because EVERYTHING IS NOW.
T-Mobile, Austria
Techno ab Hof
Techno ab Hof
T-Mobile, VICE, Austria
Targeting millennials
Challenge:
With My HomeNet, T-Mobile has the perfect solution for fast internet, even in places like the most remote villages in Austria. The ATL campaign was able to communicate the offer to our customers, but lacked a proof of the capability of the product itself and T-Mobiles LTE network.

Idea:
Streaming events like the infamous „Boiler Room“ series enjoy cult status amongst the millennial target audience. In our content campaign, we used the hype and placed the product in an established, cultural relevant environment. Our main protagonist, Berni, is a young Austrian, living in a small village in the middle of nowhere. Ever since he got back from studying in Vienna, he dreamt about hosting the best party Austria has ever seen, on his parents farm.

Execution:
The best party ever, in the middle of nowhere? To realise this ambitious project, T-Mobile teamed up with Vice, to create a one of a kind content program. With multiple teaser and hero videos, we told Berni’s story on T-Mobile’s owned and social channels. The party itself was streamed live on Facebook and YouTube, using T-Mobile’s My HomeNet router.