To present Travel & Surf, Deutsche Telekom’s easy solution to go online abroad, we drew the attention to the absurdity of tourist's behaviour while looking for free Internet connection. We created “Wi-Fi Dogs”, the business idea of the Spaniard José, who promises dogs that are
trained to sniff out Wi-Fi spots.

Through a series of mockumentaries we get to know all about this revolutionary business
idea, following tourists on funny journeys searching for Wi-Fi. All this led to the Wi-Fi Dogs website, which surprisingly didn’t work and redirected to the Travel & Surf product page instead.

Online banners reinforced the campaign on relevant travel websites like Tripadvisor. With
this great content, we took over online and social media channels and caught consumer's attention while they were researching their vacation. Also while traveling we reminded people through geo-targeted mobile banners and inflight spots to book Travel & Surf, while catchy
airport billboards represented relevant targets and usage scenarios. Reinforcing our campaign message "LOOK FOR THE FUN. NOT FOR THE WI-FI." across all touchpoints of 11 markets, our summer campaign was a hilarious and successful reminder to better book Travel & Surf on your vacation.

In September 2014, Romania witnessed the year’s most important rebranding campaign: two main players of telecom market merged into one big international brand – TELEKOM.
We needed to find a special angle for the the launch campaign strategy, to align all organizational, cultural and communicational differences of the sharing concept in the local context.
We soon realized that instead of fighting the differences, we better embraced them. So we built a strong, universal insight, particularly fit for this complex rebranding case: However different we are, we all have a lot to share!
In an advertising world where brands just talk and pretend, we decided to keep our promise and instead of talking about sharing, TELEKOM made people experience it.
Our long-term strategy: create sharing experiences and turn them into branded content.

To create a sharing experience, we decided to make people more than just spectators. We gave the power to THE PEOPLE and build the entertainment flow around participant’s actions, putting them in charge to organize THE most interactive show in Romania.

TELEKOM launch was Campaign of the year in Romania, not only in terms of importance, but also innovation and creativity excellence with outstanding results.

Not being able to reply to a text message can be really annoying, and can cause you problems in your life. Our teenager target group knows it very well.Using online spots, we depicted the uncomfortable situations of not having enough money on the pre-paid balance. We are showing text messages between two people, missing a great opportunity to get into a casting, having a fight with a loved one etc. The easy to understand situations convey our message in a simple and straightforward way, and the cost effectiveness of the spots allowed us to tailor it to our audience.

The Super Bowl is the biggest annual sporting event in the U.S., and the biggest showcase for advertising. T-Mobile used this forum to announce to America its newest, boldest signature move, Contract Freedom.

The campaign was built around the perfect partner: Tim Tebow—a once-promising NFL star quarterback who suddenly found himself without a contract.

Tebow was the ideal spokesman to introduce T-Mobile's no-contract offer in a humorous way. The campaign demonstrated all the awesome things he could do now that he’s contract-free…a stark contrast to what most people assumed his true feelings were. This self-deprecating approach made the campaign one of the most talked about in the 2014 Super Bowl.

The campaign featured two sequential commercials. The work was included in more than 40 articles ranking it among the best Super Bowl commercials of 2014, 247 TV broadcast stories covered the campaign, and the campaign generated over 110 million impressions for the brand.

Slovak Telekom broadcasts exclusive football matches from Champions League on its own TV channel - Digi TV. To enrich the experience of watching the game, Slovak Telekom gave the viewers unique opportunity to be a part of the fanstudio. We used simple insight about the Slovaks: there is just one thing, that they love more than football - talking about it. That’s why we gave them the opportunity to share their thoughts about the game with the whole nation in real time by using multiple screens and devices from Telekom. It‘s simple: you write a comment from your smart device and the comment instantly appears on the TV screen of every viewer of the game.
Without substantial media support we reached exceptional results! In three Champions League matches we have more than 3,500 unique users and half of them shared their comments with whole country. We confirmed that Slovak Telekom is the most innovative operator in Slovakia!

In September 2014, Romania witnessed the year’s most important rebranding campaign: two main players of telecom market merged into one big international brand – TELEKOM.
We needed to find a special angle for the the launch campaign strategy, to align all organizational, cultural and communicational differences of the sharing concept in the local context.
We soon realized that instead of fighting the differences, we better embraced them. So we built a strong, universal insight, particularly fit for this complex rebranding case: However different we are, we all have a lot to share!
In an advertising world where brands just talk and pretend, we decided to keep our promise and instead of talking about sharing, TELEKOM made people experience it.
Our long-term strategy: create sharing experiences and turn them into branded content.

To create a sharing experience, we decided to make people more than just spectators. We gave the power to THE PEOPLE and build the entertainment flow around participant’s actions, putting them in charge to organize THE most interactive show in Romania.

TELEKOM launch was Campaign of the year in Romania, not only in terms of importance, but also innovation and creativity excellence with outstanding results.

The young target group connects high prices more than benefits with Deutsche Telekom’s highspeed products. Therefore, we wanted this young target group to experience highspeed with excitement and action.
With our highspeed VDLS Internet connections we could become more than a solid enabler of Online Gaming: we could demonstrate that our best highspeed-network creates the best gaming experience.

Due to this high relevance, Deutsche Telekom created “Racing meets Highspeed” with Germanys most famous “let’s play”-stars from YouTube on the world's largest gaming exhibition Gamescom 2014 (over 335,000 visitors).
Gaming enthusiasts could submit videos to win a seat in the racing team of their YouTube-Star in a 7-hour live event at Gamescom – The Telekom Mario 8 Kart Cup.

Elements:
• Racing teams with 16 YouTube-Stars (8 Million subscribers)
• Fans applied with a 30-second YouTube video to become part of racing team
• Social activation on Facebook “Telekom Erleben”

Response:
• 900 fan-videos and 345.000 views were submitted
• Over 4.8 Mio. contacts across social media platforms
• 258.000 shares, comments, tweets
• 51.000 landingpagevisits
• 41.000 bannerclicks
• 67.000 live-views for Telekom Mario Kart 8 Cup
• Over 5.3 Mio. paid media contacts within target group

In January 2014 Deutsche Telekom started new ways to connect to the young target group. Sponsoring the 99 Fire-Films-Award, a contest in which the participants have to create a 99 second film to a given topic within only 99 hours, we wanted to proof our claim “Life is for sharing” to the young audience.
Focusing 100% on branded entertainment by setting the topic “The most affecting stories written by life“, Deutsche Telekom was integrated in all communication related to the Award.

Elements:
- Call-trailer including webstars e.g. Elyas M’Barek (54,000 Likes and 1,000 comments)
- Crossmedia Partnership with SevenOne Media
- On-the-ground visibility by TVScreens, Logo-Wall, magenta carpet and appointment of the presenters during the event.

Response:
- 144.5 Million TV and 23 million digital gross contacts
- 100 articles and 12 TV formats, equaling more than 14 million euros.
- 700,000 visitors on 99 Fire-Films homepage and 200,000 votings.
- The image of Deutsche Telekom with clear improvement

Creating an excellent combination of sponsoring, branded entertainment and content marketing Deutsche Telekom was perceived as a reliable partner and supporter. The image uplift now sets the basis for more enthusiasm of the audience for Deutsche Telekom and its best network.

THE IDEA IN A NUTSHELL
A great and ambitious corporate activation “COSMOTE START UP - TURN YOUR IDEA TO BUSINESS” became popular and relevant to a mass audience via an innovative content strategy.
We cleverly and extensively used journalists as key influencers for our campaign, giving credibility and sharability to our communication platform.
UNIQUE TV AND DIGITAL CONTENT CREATION
We created a branded weekly TV filler in the no1 news TV morning program. The famous journalists of the TV program were the hosts and the ambassadors of our activation for a 4 months period.
We created a microsite hosting the whole activation and its news and developments in collaboration with the no1 news portal. This way we used the content of a famous and very credible site to increase the traffic to our owned media.
OUTSTANDING RESULTS
The Journalists endorsement had increased the credibility of the activity and has helped to prove to consumers that COSMOTE is a leading company with high corporate values.
70% of our target was exposed to our unique TV content.
Impressive performance of digital content: 17.593.997 impressions, 1.279.878 unique views that led to 48.022 clicks.
Brand KPIs like leading and Innovative company increased by +10%.

The campaign’s objective was to highlight the power of Croatia’s first 4G network by demonstrating two main competitive advantages: coverage and speed. Our message needed to demonstrate both Croatian Telekom’s technical superiority but also get the brand talked about by our young TA. Although they rationally understood the advantages of 4G, key insight was it would take an emotional pull to get them onboard. We needed to find a way of demonstrating how 4G would enhance their lives. So, Croatia’s first-ever 4G taxi was created, driving our TA between nightclubs – for free! All they had to do to qualify was to take a selfie with the 4G taxi in the background using the 4GSpeed. Inside the taxi they would experience the power of 4G via specially designed games demonstrating the acceleration offered by 4G. Content created from these rides filled the Facebook with selfies, customer commentary and funny videos taken inside the taxi. So, although our taxi drove only a few hundred people, we reached tens of thousands of our TA. Tagged selfies on Facebook and video uploads on YouTube reached more than THREE TIMES the market benchmark. The business objectives soared too, despite a limited campaign budget.

Magio beach is one of the most challenging events realized in Slovakia . Media are the key partners with the PR space available for Telekom as they could easily capture the atmosphere of the beach, inspire the visitors to come either for the first time or repetitively by inviting to specific program activities or just to enjoy the time and relax. An important step was to find the right ones to ensure the visibility of other partner brands in media as well. We insisted that the chosen media had the leading position in the market. Media we used were either for free or with a significant discount. To maximize the media coverage, we inspired media with the engaging content on the beach and attractive guests. Magio beach proved once again that it´s the key PR project in Slovakia. With the minimum costs and by bringing an interesting content, number of mentions in media improved by 4%. The PR media value exceeded paid amount by 1 241% what we find as a great success. Magio beach was the most discussed telco project in 2014 across social networks.

The old “no signal” excuse won’t work anymore!

With the best network coverage in Germany, congstar Allnet Flat customers need new excuses to cut boring phone calls short!

To arm customers with some fresh excuses and to help them quickly end any boring calls of their own, we created the Ausreden-Lotterie (Excuse Lottery), an exciting dual-device Facebook app which placed the trusty telephone call at the heart of an engaging real-time social media campaign.

For a chance to win 1 of 100 Sony smartphones, we gave users an exciting opportunity to interactively re-enact the “no signal” story told in the TV ad. Displaying his mobile number on the campaign Facebook app, participants could call the character from the TV ad and watch as he personally responded to their call. A unique hardware/software setup randomly determined which participants were selected as winners and which would be fobbed off with one of several pre-recorded excuse videos.

Within a few weeks, the feature’s addictive interaction technique helped to record over 370,000 user calls! Plus, after only two weeks, we were forced to double the number of telephone connections serving the app just to keep up with demand!

T-Mobile believes that “Life is for Sharing”.
but consumers did not rate the brand highly on social or emotional attributes.
We identified two key behaviour changes among Poles:
involvement in physical activity.
willing to track their activity via mobile apps and sharing their efforts on social media.
It is obvious that people have their phones always with them. So why not take advantage from that trend and turn a daily activity into something meaningful for society.
Based on these insights we created our activation.
T-Mobile enabled consumers to track their movements with Endomondo app and use them to help disabled.
Every two weeks for four months we announced our distance target and donation when the nation completed that challenge we raised the level of challenge for the next fortnight - further Poles walked, rode or ran, the more money we raised for “charity foundation.
To encourage participation we joined forces with key media and celebrities, famous journalists, sportsmen and actors.
530,000 people used the app.
Our event earned 260 articles in media, worth €340,000.
34% of Poles believe now T-Mobile is socially engaged, significantly ahead of all other mobile networks.
We earned 1m PLN (€240,000) for our charity partner.

Instead of communicating mind-boggling offers, we focused on what really matters, what “Life is for Sharing” is all about.
In order to make things better for our customers we had to make things easier for them.
So we brought Telekom’s core brand values back into the game
while re-enforcing our position as the only provider in Montenegro that offers everything. And all that through uncomplicated, simple communication
messages that aimed to reconnect with our audience and a TVC stripped from all unnecessary, over-loading, info-squeezing messages.For the execution we had to stay close to our strategy: Simple, everyday stories around Montenegro's magic land that offers the perfect backdrop for our campaign to blossom. Paraglider seemed to be the ideal script for our audience which in this instance is young, adventure-loving people who are up for new experiences.A campaign that achieves great brand fit scores in Montenegro, while hitting a note with our target audience, thus exceeding every possible expectation in terms of sales, deserves the highest possible accolade.

Heyah introduced a limited SIM card edition that granted free amount of data transfer (each day) for the whole year, the offer designed to meet expectations of the young target group. The campaign goal was to drive the sales of Heyah starter kits but the communication strategy that had to be also intriguing and appealing to the TG.
To determine the most effective sales drivers we made use of experiences from e-commerce online campaigns and econometric modeling. OOH and cinema were named as the best sales generating media in terms of ROI after TV. We focused on vehicles creating a natural setting to use mobile internet thus giving the final push to buy the offer. TV and radio built the campaign’s reach. Both used a short 15” hard-selling spots based on repeating the message and a strong Call to Action.
Although the TV spot was perceived as one of the most irritating at the time it also gained the highest engagement index of telecommunication TV ads. Thanks to the product suited to target group needs and well-adjusted media strategy our campaign brought a spectacular success in sales.

In September 2014, Romania witnessed the year’s most important rebranding campaign: two main players of telecom market merged into one big international brand – TELEKOM.
We needed to find a special angle for the the launch campaign strategy, to align all organizational, cultural and communicational differences of the sharing concept in the local context.
We soon realized that instead of fighting the differences, we better embraced them. So we built a strong, universal insight, particularly fit for this complex rebranding case: However different we are, we all have a lot to share!
In an advertising world where brands just talk and pretend, we decided to keep our promise and instead of talking about sharing, TELEKOM made people experience it.
Our long-term strategy: create sharing experiences and turn them into branded content.

To create a sharing experience, we decided to make people more than just spectators. We gave the power to THE PEOPLE and build the entertainment flow around participant’s actions, putting them in charge to organize THE most interactive show in Romania.

TELEKOM launch was Campaign of the year in Romania, not only in terms of importance, but also innovation and creativity excellence with outstanding results.

Telekom asked us to help collect more registered member for their e-book service.
We thought that places in Budapest that inspired classic and contemporary authors to write about, can also help selling these books.
In these venues of the city, people have literally walked into a book: Quotations made them stop and read. Via free Wi-Fi spots, they could go on reading the whole chapter which was taking place at that exact location.
We’ve showed city dwellers a new, contemporary way to read literature.