WINNERS GALLERY 2014

Browse the campaigns to see all the shortlisted campaigns and winners from 2015. Just click on a preview image to watch and download a short video clip on the goals and results of a campaign. The gallery is a real showcase and a great source of learning. We encourage you to review past entries to get an impression of great cases and exceptional campaign videos.

CAMPAIGN OF THE YEAR

Bob & LInda
Telekom Deutschland, MediaCom, Germany
Best creative execution
Based on the social and economic mega-trend SHARING, the guiding principle of the campaign was the idea, that THINGS GET GREAT WHEN PEOPLE START SHARING. And to prove this statement, there is no better place than our network.

The 4G network enables not only the particularly fast SHARING, but also makes the direct response to the SHARED immediately available. So we take it literally and show stories which grow when people start sharing.

To get a highly emotional connection of the user and the Deutsche Telekom, we decided to tell real true stories, because nothing is more credible than stories that life gives us. One of those stories is the one of Bob and Linda Carey:

Initially, the photographer Bob Carey just wanted to take some photos in a pink tutu to make his cancer-suffering wife Linda smile again. But after his pictures where put on the internet, people started sharing and loving them and they became a symbol for hope and joy around the world.

For the first impact of the campaign, we created a 45” TV commercial which picks up the heartwarming story of Bob and Linda and created a worldwide buzz, which proves our campaign itself.

PEOPLE'S CHOICE

There is nothing faster than COSMOTE 4G
COSMOTE 4G, Bold Ogilvy & Mather, Greece
Most innovative use of media
Creative use of media is an exceptional way not only to communicate effectively your message, but to also do it in a way that will break the clutter. This is exactly the case of our COSMOTE 4G campaign. We wanted to portray how fast our 4G network is, so we challenged ourselves to find a medium that our 'speed message' would be more than relevant and would have a strong and positive impact. And that medium was a pre-roll campaign on Youtube. Our idea was based on the insight that viewers are ‘obliged’ to wait 5 seconds in order to skip to the video they want to view. We used our TV hero and created a 3’’ pre-roll video, so that the viewer didn't have to click the 'skip ad' button in order to view a video. As a result, the viewer enjoyed his favorite video as fast as possible, the same way a COSMOTE subscriber enjoys mobile internet. For the first time in Greece a pre-roll video was used in such a tailor-made way. The nature of the medium together with the message of our campaign inspired our creative idea. And the results really justified our choice.

Best communications strategy

MAXOBITELJ
T, McCann Zagreb, Croatia
Best communications strategy
Croatian Telekom has to keep the market leading position on a price sensitive market. The dual branding of its fixed and mobile services resulted in no clear brand recognition. Convergence to single brand was the solution, so we introduced it along with unique convergent product, MAXOBITELJ. With “my heart knows it pays off” as insight, we developed a platform illustrating “calculation by heart”: emotional value is larger than money invested. Convergence thus became USP and positioning MAXOBITELJ as an ideal solution for all communication and entertainment needs within the family - gave it a reason to believe. Product’s convergence became a story about the coming together of a family. Father’s able to be with his family although they’re physically apart, thanks to unlimited communication. The fairytale that father tells his daughter in TVC was expanded online as an advent calendar. Users could participate in creation and name the fairy tale characters enabling personalized fairytales for their own children. Results show clear conveyance of single brand benefits and how our product contributes to improving users’ quality of life. EOY targets have been fulfilled by 110% and campaign achieved high reach levels on primary target group, with substantially above average liking.
Depeche Mode
T, Slovak Telekom, Slovakia
Best communications strategy
Depeche Mode (DM) is a cult band in Slovakia. Our challenge was to let our customers and DM fans provide with real priceless experience. We decided to change this concert into exclusive event and enable fans to send their personal message to DM.
Due the limited budget we focused on our own media.
1. The Book - we colected personal messages from DM fans via FB app and made one book that will be given to the band. Gahan was really surprised by this present and send his concert gloves to fans.
2. Billboards with pictures of fans and message "Slovakia loves DM" placed around the road to stadium
3. Shops: we put floor stickers with DM milestones leading to Telekom shop next to the stadium, that was changed into DM museum with DM artifacts and place with many DM related activities.
4. Messages - we used Telekom tower (branded) standing right behind stage as a screen for personal fan messages.
Results:
- 410 personalized messages in unique DM book
- 14,412 visitors of DM application on Facebook
- 1500 visitors of Telekom Centre during a concert day
- earned free media space worth 156,140 €
CSR
T, Slovak Telekom, Slovakia
Best communications strategy
During the international week of hearing impaired we run an activity with the goal to keep the awareness of hearing impaired (HI) people and let all know that Telekom is supporting them (for 11 years). The main idea: Let´s bring the silent movies era back! Why? Because the HI people love them! And they would have been movie stars 100 years ago.
We approached hearing impaired actors from the special theatre group and we made a TV commercial in Charlie Chaplin period style! In addition, we modified existing Telekom commercials to the visual style of silent films. And we did the same with trailers of 2 most watched shows on major TV channels. In facebook we created the application able to change texts in our advertising. We also prepared the surprise for the audiences in 2 theaters just before the performance. Our actors played the scene known from the TV.
During the mentioned week, we organized a press conference with our actors and activity at the school of hearing impaired children. PR we got during this single week was worth of 68.000€. Innovative use of theatre as a media channel generated almost 60 outputs in media for free!

Best creative execution

Christmas Beards
T, Slovak Telekom, Slovakia
Best creative execution
Xmas is the most important family tradition in Slovakia. Most of kids believe in Little Jesus (thanks to tradition), some in Santa Claus (thanks to TV). Anyway it’s always the man with beard that bring the Xmas.
So we decided to encourage Slovak men to do something special for their children - to grow a beard and become Real Jesus or Santa.
In a launching commercial group of men explained an idea and importance of growing beards. Second showed a story of two kids enjoying their fathers as their Santa and Jesus.
Real beard became a unifying symbol of our Xmas communication. Men could track their beard in our Facebook application and dedicate it to someone. They could also create beard diary by day-by-day face photos. Our campaign was also supported by various Slovak celebrities.
Telekom also prepared internal campaign – employees were voting for the best beardie from Telekom.

Results
- Brand fit test: +11
- Satisfaction score 84% (benchmark 73%)
- TOP3 of Young people ads monitor.
- Prominent Slovak blogger wrote a blogspot: “Our operator has finally great Xmas communication”. 60k views of blog
- 2300 votes out of 3700 employees in Telekom internal Beard competition
Bob & LInda
Telekom Deutschland, MediaCom, Germany
Best creative execution
Based on the social and economic mega-trend SHARING, the guiding principle of the campaign was the idea, that THINGS GET GREAT WHEN PEOPLE START SHARING. And to prove this statement, there is no better place than our network.

The 4G network enables not only the particularly fast SHARING, but also makes the direct response to the SHARED immediately available. So we take it literally and show stories which grow when people start sharing.

To get a highly emotional connection of the user and the Deutsche Telekom, we decided to tell real true stories, because nothing is more credible than stories that life gives us. One of those stories is the one of Bob and Linda Carey:

Initially, the photographer Bob Carey just wanted to take some photos in a pink tutu to make his cancer-suffering wife Linda smile again. But after his pictures where put on the internet, people started sharing and loving them and they became a symbol for hope and joy around the world.

For the first impact of the campaign, we created a 45” TV commercial which picks up the heartwarming story of Bob and Linda and created a worldwide buzz, which proves our campaign itself.
Play - Fairy tales
T-Mobile Play Postpaid, Saatchi&Saatchi, Macedonia
Best creative execution
Macedonians have a tradition of celebrating the New Year Holidays. They are joyful and they are fond of music, singing and dancing especially during the holidays. After the big success with the previous ATL campaign with the karaoke singing together with the two biggest Macedonian pop stars, we wanted to continue with a similar concept involving the stars, but in a slightly different way and with more warm and “Christmas -ish” feeling. So, we performed an old and forgotten children TV show song “In the World of the Fairy-tales” by children and philharmonic orchestra and our two celebrities’ pop stars.
Share 2014 International
Deutsche Telekom, DDB Tribal Hamburg GmbH, Other
Best creative execution
Year on year across Europe, the sharing frenzy reaches its peak on New Year’s Eve, when people celebrate the old year and greet the new year with dinners, parties and of course, fireworks. Most people share predominantly within their own friends and family circle. Yet, no one has been able to bring all of it together, in one big New Year countdown celebration across Europe. Using new app technologies from Vine and Instagram we created: Europe’s first shared New Year’s Countdown.

Across 10 European markets we activated consumers in social channels to share with us their films and pictures of the night all labeled SHARE2014. Within just 24 hours we received over 800 contributions that were then selected and edited into one multi-screen piece of user-generated content, just to be released on January 1st only hours after the night had ended.

With SHARE 2014 Telekom created a message on mobile devices, for mobile devices, and once more proved what “LIFE IS FOR SHARING.” is all about.

Until now, the video has been watched over 715,000 times across the various online channels – and been shared 7 times more than the average YouTube video.

Best special audience campaign

Festival 360 degree activation – live, online streaming and offline
Telekom, Magyar Telekom Plc., Hungary
Best special audience campaign
Conversation with youth is the best investment. They like brands that give them value. We built on general YOLO (you only live once) and FOMO (fear of missing out) attitudes. They want to be part of something, and share them.

Telekom connect youth where they are enjoying life together. It’s music festivals.
Our strategy was to be an enabler, not a sponsor. Our goal was to raise awareness of the brand and build image in an effective but not pushy way. Through our 360 degree communication plan we wanted to own the most important festivals. And we did.

How?

- We ran a strong ATL campaign. We used authentic visuals that are pushing the boundaries.
- We selected 8 festivals to give us a good reach and coverage in terms of style and target audience and owned them with massive brand visibility and services.
- But what about all the youth who couldn’t participate? Telekom brought the festival experience for them via live streaming as the first ever UStream cooperation in Hungary.
- Users asked questions and comment via social media during the concert. So though they were alone in front of their device, but part of a bigger community.
OTE TV SCHERLOCK’s series launch event
OTE TV, BOLD OGILVY & MATHER, Greece
Best special audience campaign
Need: Create an event, to officially present the "Sherlock”byBBC series which was going to be launched in OTETV. The evening ought to be special and different, exactly like the content of OTETV.

Targets:
-Maximize publicity
-Carry out a unique/unforgettable private screening
-Differentiate the British(BBC) Sherlock from the American Sherlock series
Special audiences:
-Journalists
-Media Partners
-Content Partners
-Celebrities/Opinion Leaders

Key-success-factors/execution:
Presence of "Sherlock”'s most important personalities: leading actor B.Cumberbatch and producer S.Vertue. They attended the Press Junket that was organized for media representatives, prior to the private screening, and also gave exclusive interviews to 4 top-tier-media.

Venue: Created a themed evening that transferred guests to London's atmosphere and made them feel that they are watching the series’ 1st-episode in British capital.
@Athens' most renowned open-air-cinema.

Results:
-Publicity reached media value: €200,000, in less than a month's time.
-100media reps (Newspapers, magazines, websites, blogs and TV stations) attended Press Junket and private screening that followed.
-Benedict and Sue’s statements published in Lifestyle portals & magazines
-6 TV features on all key TV-stations.
-received Silver Ermis Award in Event Management category
-the series reached the best viewership results in OTETV channels (compared to all series shown by OTETV).
Travel & Surf International
Deutsche Telekom, DDB Tribal , Other
Best special audience campaign
Everyone likes holidays but no one uncontrollable phone bills. So last summer we started a campaign that minimized worries and maximized fun, presenting Travel & Surf as the easy solution: Enjoy your holidays with no limits, and your data-roaming price fixed.

The campaign represented three holiday scenarios, different target groups and a variety of usage scenarios. Spread across 11 markets it engaged millions of European holiday travellers:
During their holiday preparations they were made aware of Travel & Surf through online banners and a co-operation with GEO/National Geographic. Boarding pass advertising and an instruction video underlined how simple and secure the booking of a Travel & Surf pass is.
While en route to their holiday destination billboards and special media at 23 of Europe’s most frequented airports reminded consumers of the need for mobile Internet.
Upon arrival, advertising at baggage claim and other prominent airport spots encouraged people to switch on data roaming and buy a Travel & Surf pass.
The campaign lead to great results with 40% more awareness among non-users, 60% rise in unique users and an extra of 65% passes sold.

Finally, people across Europe could share their holidays with the world and without worries.

Best use of content (incl. sponsoring)

MIA SAN MIA – THE TRIPLE SHIRT
Deutsche Telekom, MediaCom, Germany
Best use of content (incl. sponsoring)
In 2013 Bayern Munich was able to achieve a historical milestone by being the first German team to possibly win the triple. Being the official team jersey sponsor for years, Telekom produced winner shirts for Bayern Munich in case of winning the triple. The highlight was that we played on words by using the letter “T” which claimed the brand “T”elekom and the possible “T”riple win.
The Triple Shirts were produced in advance and with the final whistle given to the players. In the moment of the biggest success of the club’s history the entire nation witnessed the players wearing our Triple Shirts. On-top we used print ads as well as Online ads and social media placements after the match to extend the hype.
Results:
- Over 86 000 soccer fans in the stadium (sold out)!
- Over 21,6 million TV viewers! Germany’s highest number of viewers of all time.
- Globally, more than 360 million people witnessed the game!
- High PR coverage offline as well as within the online community.
- Fans created a new facebook community asking eagerly for Triple Shirts!
- Telekom took quick action and sold the tickets! Revenues were donated to charity projects!
GZSZ Street Gig
Telekom Deutschland, MediaCom, Germany
Best use of content (incl. sponsoring)
By using Germanys most popular soap with highest coverage Deutsche Telekom was able to implement owned content (Telekom Street Gigs) in a target group-specific and highly relevant context. In cooperation with GZSZ Telekom addressed one of the most involved media communities in the younger target group segment and created an innovative showpiece.
The strategy was to link both content platforms by several modules like product placement, live-streaming, call for background actors and testimonial usage.
The cooperation consisted of two parts. In the first step Street Gig became an essential element of the episode by implementing a Street Gig with the artist Birdy. Beside the Gig the whole location was branded with Telekom. In the second step the Birdy Gig became a live event. While watching the episode on TV the audience got the information that there will be a live-stream with Birdy at the same location as in the episode in the following.
The results of the cooperation were overwhelming. Whilst previous gigs with classical communication only reached about 100,000 people on TV the GZSZ cooperation was able to eightfold the amount: almost 820,000 got in contact with the Birdy Gig!
Discovering Great Brands: T-Mobile
T-Mobile, Starcom, Poland
Best use of content (incl. sponsoring)
The purpose of the campaign was to support T-Mobile new brand positioning: “innovation drive”. We wanted to emphasize the most important dimensions such as innovation, inspiration, knowledge, modern technology, and also show the human factor in the process of providing telecommunications services to end users. The challenge was to differentiate T-Mobile from the competition by moving beyond the traditional concept of communication channels and creating an attractive and involving content for consumers.
In cooperation with Discovery Networks we created our own television program and aired it on mainstream stations including TVN - the largest TV station in Poland. The airing of the program was supported with nationwide campaign in TV, radio and press.
The choice of a media partner was a guarantee of the highest quality at all stages of cooperation. It was a three-sided cooperation between T-Mobile, Starcom and Discovery, where each participant gave their best knowledge and practices for this project. It was the first such project prepared by the TV station and the advertiser in Poland.

Most effective campaign (engagement)

Love Lock campaign
T-Mobile, Magyar Telekom Plc, Hungary
Most effective campaign (engagement)
By taking advantage of the Valentine’s Day shopping fever, our client, Hungarian Telekom wanted to drive traffic to its webshop.
The brief faced us with a complex challenge:
• being visible in the Valentine’s Day ad noise
• finding a new, effective communication channel
• making online shopping more popular
When you are in love, you share everything with your loved one.
The love lock is a popular symbol of inherence, so we created the virtual version, and encouraged couples to take part in the game in which people can only be participating in pairs.
Parts of the lock code were hidden in the webshop where couples could hunt for them. To raise the visitor numbers, we hid 10 new codes on the site each day.
The game was a Facebook app where the lovers could invite their sweethearts and seduce them into playing by sending personal reminders and messages.
The correct, randomly drawn code was worth a weekend trip to Paris for two.

Finally, the power of love proved to be the most effective traffic driving. It encouraged the client interaction while showing the product range – in an exciting way, with the help of an unusual channel and mechanism.
Jak
Heyah, Starcom, Poland
Most effective campaign (engagement)
Subscriber numbers were falling and Heyah needed to take action introducing a brand new revolutionary tariff; Dniówki.
The campaign needed to be as revolutionary as the new tariff.
SAVVY PREPAID CONSUMERS DON’T NEED TARIFFS EXPLAINED. WE NEEDED TO GET THEM EXCITED INSTEAD
The research revealed that our audience were concentrated in five key media; Facebook, gaming, online video, cinema and radio.
The need for excitement required us to go beyond standard advertising formats. Our strategy would invite active participation in the places (and media) that mattered to our target.
We created an online game embedded in display ad layout, campaign landing page and Facebook fanpage.
On Facebook we prepared contest application.
We tested our target’s humour in a contest on the most popular website among youngsters.
We worked with Poland’s famous vloggers to create video, featuring the word “How”.
We created a competition on tour audience’s favourite radio station.
We’ve revolutionised the Polish pre-paid market.
20% of the Heyah active subscriber base now on Dniówki and we’ve halted the decline in subscriber numbers.
Spontaneous brand awareness grew up more than 9% and perceptions of Heyah as an innovative brand are up by 50%
Darkova stafeta
T-Mobile, T-Mobile Czech Republic, Czech Republic
Most effective campaign (engagement)
To promote data plans in the Czech Republic, we provided our customers with tons of free mobile content as a Christmas gift. But we also wanted to engage them and turn them into a part of our campaign. So we asked them to distribute the content on social networks.
We created a Facebook app, where users could send mobile content as Christmas gifts to each other. They had the widest choice – the hottest and upcoming free apps, paid apps, tablet magazines or subscriptions for multimedia services. And to boost the campaign even more, we put some extra smartphones in selected gifts that both sender and receiver could win.
The gift-giving itself generated a lot of organic promotion on Facebook, as our fans were sending these gifts directly to their friends. In just one week of campaign we reached more fans than we usually reach during the whole month.
The campaign showed two important things. When the Facebook app is entertaining and the fans are motivated enough, it can outperform the traditional media in ways of reach and impact.

Most effective campaign (sales)

OTE TV Brand Campaign, Feb. 2013
OTE TV, BOLD OGILVY & MATHER, Greece
Most effective campaign (sales)
Opportunity:
Brand Campaign creation to enlarge the pay-tv-segment and significantly
INCREASE SALES.

Also aimed to:
-Increase Brand Awareness
-Establish Brand’s positioning
-Increase consumer’s perception, that OTETV offers home-entertainment at low price
-Educate consumer on OTETV’s content, which was significantly improved since its launch in 2010
-Enhance attributes of brand’s image.

Create a 360o campaign, including all mediums, TV, Movie-theatre, Radio, Outdoor(at malls), Prints, Moving-media (Tube wagons), SEM and internet banners, to achieve high reach of target audience.

Critical Success Factors:
Communication message: “OTETV. A NEW DIMENSION TO HOME ENTERTAINMENT’. A new dimension in which the content you view on your TV set defines your surroundings.
Include main content categories: Movies, Series, Sports, Documentaries, Kids.
High production values: communication had to meet the high standards of content.

Results
Campaign achieved remarkable success and overcame its’ goal:

-Kept sales momentum on high level, which gave a dynamic start and helped to achieve yearly sales objectives

-225% sales increase for February-May ‘13, versus 2012, whereas total sales increase over previous year was 95%.

-Continuous increase of top-of-mind brand awareness to 29% in May’13, compared to average 20% in 2012.

-Received Ermis-Silver-Award in TV-production category

Smartphones spring
Telekom, Telekom Montenegro, Montenegro
Most effective campaign (sales)
Smartphones hardselling campaign.
The idea was to emphasize Telekom’s image as an innovative supplier of services/devices for the internet age. The offer meets diverse customers’ needs by offering the most affordable experiences in mobile segment. This approach was especially important to be applied in postpaid segment due to very competitive market environment.
Communication challenge was to prepare hard selling oriented campaign still in line with Life is for sharing.
The offers consist of 5 headsets for different target groups: 4 for postpaid and one for prepaid, with included internet.
In contemporary world internet becomes part of our lives and brought new ways of communication. We offer customers the modern smartphones at affordable prices and internet included, and shows through the communication that they can share experiences, emotions and information wherever they go and whenever they want, thanks to the smart solutions from Telekom at best prices on the market.
Quality Content
Romtelecom, GMP Advertising, Romania
Most effective campaign (sales)
With this campaign, Romtelecom promised best TV content in all important categories: sports, documentaries and movies.
Of course, experiencing the quality of the best TV content is extremely desirable for any TV subscriber. One can only wish for it to happen repeatedly… Yet, there is a small, still true tension that arises every time we zap and discover a too-good TV offer: WHAT SHOULD I CHOOSE TO WATCH? Inevitably one of the favorite channels will be sacrificed.
Insight: When the offer is too good, it’s difficult to choose what to watch.
Aim: to start a conversation about the quality and diversity of the Romtelecom TV content. Strategic approach: create a fake debate between the 3 content categories.
Execution
For one year, Romtelecom’s face was Pavel Bartos, a Romanian TV star, MC in different TV shows. People love him because he is funny and charismatic. For this campaign, we multiplied him.

The communication effort turned into SALES:
RomtelecomTotal TV sales increased +19% (average total orders, March-May vs. June-August). Bundle orders increased +22% (average total orders, March-May vs. June-August) (Source: internal sales data)
Moreover, the campaign had important IMAGE results. All important Romtelecom KPIs increased after campaign!

Most innovative use of media

There is nothing faster than COSMOTE 4G
COSMOTE 4G, Bold Ogilvy & Mather, Greece
Most innovative use of media
Creative use of media is an exceptional way not only to communicate effectively your message, but to also do it in a way that will break the clutter. This is exactly the case of our COSMOTE 4G campaign. We wanted to portray how fast our 4G network is, so we challenged ourselves to find a medium that our 'speed message' would be more than relevant and would have a strong and positive impact. And that medium was a pre-roll campaign on Youtube. Our idea was based on the insight that viewers are ‘obliged’ to wait 5 seconds in order to skip to the video they want to view. We used our TV hero and created a 3’’ pre-roll video, so that the viewer didn't have to click the 'skip ad' button in order to view a video. As a result, the viewer enjoyed his favorite video as fast as possible, the same way a COSMOTE subscriber enjoys mobile internet. For the first time in Greece a pre-roll video was used in such a tailor-made way. The nature of the medium together with the message of our campaign inspired our creative idea. And the results really justified our choice.
Xmas
T-Mobile, T-Mobile, Czech Republic
Most innovative use of media
Background
T-Mobile’s strategy for Xmas 2013 was to offer our consumers special discounts on a range of paid apps. One of the main heroes was Deezer. This application had never been promoted in the Czech Republic before. Moreover, people were not used to paying for their music in such a way.

Strategy
Our strategy was to present Deezer in a way that would unreservedly motivate our target audience to try this service. We selected Prague´s busiest tram stops and shopping streets in the city center and changed them into a Deezer dance zone.

Execution
A traditional showcase was used in an extraordinary way. Not only a smartphone but a moving puppet of Vojta or Lukáš (our main ATL heros) and a discoball were inserted into the showcase. The mobile device allowed to test up to 30 million songs from Deezer’s library or download the app via QR code.

Results
In 13 days when our showcases and tram stops were on air people played over 25 600 songs and contributed to +21 % increase of Deezer activations! The interactive screens were constantly in action, people were listening to music, taking photos of the puppets dancing or sharing this special experience.
Superstar Social TV
T, Slovak Telekom, Slovakia
Most innovative use of media
As the first brand in Slovakia we decided to embrace innovative concept of Social TV. This concept enabled people to interact with our ads live via their smartphones.
As the longtime partner of TV show Superstar we re-introduced popular characters called “Mobici” (funny animated creatures). During the show we aired sponsoring commercials with “Mobici” and created special application for smartphones.
At first we needed to educate people how to unlock additional content with their smartphones. We used our own social media and earned media generated by different blogs. People needed to download the app “Mobici” and wait for our special TV commercial aired during the live show. When the spot appeared on TV people had to run the app and shake their phone. By shaking the phone they caught one of the animated creatures from the spot. After collecting few of them they were eligible for the prize.

Results:
- people caught more than 8 000 animated creatures and spent more than 70hrs catching them
- app was in the TOP 10 family games in App Store for 2 months and in the TOP 10 in entertainment category of Google Play for 1 month.
- 27k downloads of app