Rebranding Campaign - TELEKOM Launch in Romania
Telekom Romania, GMP Advertising, Romania
Most innovative use of media
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.