WINNERS GALLERY 2016

Browse the campaigns to see all the shortlisted campaigns and winners from 2016. 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

Telekom Deutschland, Germany
Magenta EINS in 2015 - re-establishing the German telecommunication industry
CATEGORY
WINNER
CAMPAIGN
OF THE YEAR
Magenta EINS in 2015 - re-establishing the German telecommunication industry
Telekom Deutschland, MediaCom , Germany
Best communications strategy
With the launch of MagentaEINS we re-structured the German telecommunications industry and established a whole new product category. But we knew that innovative ideas call for innovative communication.
This means:
1. Communicating MagentaEINS with high attention BUT as native as possible
2. Making the consumers understand our product’s advantages WHILE creating relevance
Our research showed that Germans love serial formats. The series they are addicted to are able to maintain a certain excitement level over a long period of time. That’s why we created the Heins Family.
Through them…
1. …we make our services tangible and perceptible
2. … we create a high level of identification within our broad target group
3. …we communicate the product features as native and therefore as smooth as possible
Our Content Marketing Strategy lets the boundaries between advertisement and reality disappear. The reason why: The Heins Family has been moved by exactly the topics which moved the German nation in reality.
In the middle of Cologne’s carnival, during a planking session with Grandma Charlotte, as cast members on “Fuck Ju Göhte” or on a live concert by Ed Sheeran, the Heins Family made the consumers experience their world with the help of MagentaEINS.

PEOPLE'S CHOICE

Slovak Telekom, Slovakia
S4GAN - full year communication
PEOPLE'S
CHOICE AWARD
S4GAN - full year communication
Slovak Telekom, MUW Saatchi&Saatchi, Slovakia
Most effective sales campaign
Mobile voice has 100% reach in Slovakia and it is getting harder to differentiate between networks, as the market is both, highly competitive and price sensitive.Telekom’s challenge for 2015 became to own 4G network and to promote its benefits to customers. Main learning from the consumer research was that our target consumer didnt understand what the 4G is, how it compares to other technology products, such as 3G.
Telekom drives simplicity and wants to make complex solutions easy to understand. So, we decided to make it personal. We showed the benefits of 4G with someone everyone in our target audience know: Peter Sagan.
Three-times winner of the Tour De France’s ‘Green Jersey’, most popular national sportsman and literally the fastest Slovak.Blending Sagan and 4G brought huge branding opportunity. Sagan+4G=S4GAN. All ‘Sagan’ content could be easily changed to ‘S4GAN’. Before the S4GAN communication, was Telekom’s offer similar to Orange’s one. However, after 6 months of our campaign, there is almost 30% difference, with Orange resting at 53% while Telekom reaching 81.1%. The power of creative solution can be best described by a simple equation with the half share of voice(media budget), we got double the share of mind of competition(awareness).

Best brand experience

Magyar Telekom, Hungary
Festival Buddy
CATEGORY
WINNER
Festival Buddy
Magyar Telekom, Magyar Telekom, Hungary
Best brand experience
Festivals are usually overcrowded with brand appearances and it’s hard to convey any marketing message. Last season Telekom was not only sponsoring the major festivals of Hungary but provided a strengthened 4G coverage on site – that’s why we needed an idea that attracts people's attention and dramatize Telekom’s strong 4G network to people regardless of they are festivalgoers or not.
So, we created a telepresence platform, that eliminated the physical borders of the festivals, and festivalgoers and non-festivalgoers could share the fun while experiencing, how magical a reliable 4G connection can be. This is Festival Buddy.
Trough festivalbuddy.hu or our mobile app people from outside could control the interactive bots, and this way they were able to interact and communicate with others being in the festival. They could not just talk to each other, but even have physical contact by simply pushing a button: for example somebody from outside was able to squirt people in the festival.
Or they could simply follow the live video stream from this unique, POV angle, which was basically a live, user generated, branded content. During the festivals we had 2000 connections established, and managed to show the festivals to 54.000 people.
T-Mobile Austria, Austria
Worldrecord
Worldrecord
T-Mobile Austria, Jung von Matt/Donau Werbeagentur GmbH, Austria
Best brand experience
Anyone can have a network test done. But the best way to show how good our LTE-network really is, is to test it not only under real, but even extreme conditions.

To proof the quality of the T-Mobile LTE-network in Austria, we got it tested by a target group with very high standards for their internet connection: online gamers.

Therefore we organized the longest Pro Evolution Soccer session ever and tried to break the world record by testing the LTE-network for 40 hours straight.

This spectacular campaign triggered a huge media response. Over 2.2 million visual contacts were made thanks to earned media. And we achieved our goal and broke the world record of online gaming. Our network passed the endurance test with flying colours.
Telekom Deutschland, Germany
Street Gig Coldplay: An experience platform for young people
Street Gig Coldplay: An experience platform for young people
Telekom Deutschland, MediaCom, Germany
Best brand experience
Is it possible to enable a highly emotional and exclusive concert with Coldplay for everybody in Germany as if they were live at the venue? “Telekom’s best-network” makes it possible.
By transmitting the Livestream of the Coldplay-Street-Gig, on Youtube, for the first-time on social-networks, as well as on Germany’s biggest daily-newspaper Bild, the user was able to participate in the event in any moment.
Already prior to the gig a high relevance for “Best network” was created by broadcasting the exclusive-interview with Coldplay via Google-Hangout, aswell as creating awareness for the livestream during the day.
But Street-Gig wasn’t only transformed into a mega-event, we also managed direct connections to Telekom-faces by connecting Clara Heins, MagentaEINS-character, with Street-Gig and Germany’s biggest music-TV-show The-Voice-of-Germany (TVOG).
Thanks to the Coldplay-performance in the final show and the subsequent transmission of the Street-Gig the relevance was obvious and furthermore it was strengthened by the prominent presence of Clara as backstagereporter. She was supported by YouTube-Star Dominik Porschen and popular TVOG-anchorman Thore Schölermann.
For the first-time in Germany Facebook-Mentions was brand-used by Clara, who applied it for exclusive Live-coverage from backstage.
This complex transmission via various channels made us become a first mover in Germany.

Best communications strategy

Telekom Deutschland, Germany
Magenta EINS in 2015 - re-establishing the German telecommunication industry
CATEGORY
WINNER
CAMPAIGN
OF THE YEAR
Magenta EINS in 2015 - re-establishing the German telecommunication industry
Telekom Deutschland, MediaCom , Germany
Best communications strategy
With the launch of MagentaEINS we re-structured the German telecommunications industry and established a whole new product category. But we knew that innovative ideas call for innovative communication.
This means:
1. Communicating MagentaEINS with high attention BUT as native as possible
2. Making the consumers understand our product’s advantages WHILE creating relevance
Our research showed that Germans love serial formats. The series they are addicted to are able to maintain a certain excitement level over a long period of time. That’s why we created the Heins Family.
Through them…
1. …we make our services tangible and perceptible
2. … we create a high level of identification within our broad target group
3. …we communicate the product features as native and therefore as smooth as possible
Our Content Marketing Strategy lets the boundaries between advertisement and reality disappear. The reason why: The Heins Family has been moved by exactly the topics which moved the German nation in reality.
In the middle of Cologne’s carnival, during a planking session with Grandma Charlotte, as cast members on “Fuck Ju Göhte” or on a live concert by Ed Sheeran, the Heins Family made the consumers experience their world with the help of MagentaEINS.
OTE Greece, Greece
OTE VDSL CHALLENGES
OTE VDSL CHALLENGES
OTE Greece, Ogilvy & Mather Athens, Greece
Best communications strategy
VDSL was introduced in the Greek market in 2012. After 3 years we had to re-invent VDSL and regenerate demand. The problem was that we had to convince our already satisfied ADSL users that they needed speed upgrade and spend more. So we uploaded a common post on social media and let people tell us their opinion. Then, we selected two critical comments and answered them with two true challenges. In an abandoned shed we created the VDSL HUB, equipped with a single VDSL connection.For the first comment, we transferred the tenants of 6 apartments to VDSL HUB and we urged them to do anything they wanted on the internet via the same OTE VDSL connection.
For the second comment we invited people at VDSL HUB, to take photos and create videos inspired by the Stork. Then we asked them to upload the material on twitter via the same OTE VDSL connection. Within few hours, hashtag Stork became the No1 trending topic all over Greece.
So, two negative comments was all it took to set up a great campaign and persuade a whole country that it is worth trying VDSL, with very good results in sales and brand’s indicators.
Telekom Albania, Albania
The network that connects us to Europe (TAL rebranding)
The network that connects us to Europe (TAL rebranding)
Telekom Albania, Telekom Albania, Albania
Best communications strategy
On July 2015 Albania was about to witness the biggest rebranding in its history. In introducing the T brand we had an insight – Albanians have an unfaltering support to the country joining the European family - and we’d bring Europe closer to them with the T brand. Following an exciting teaser phase with the keyword ‘The day is coming’, we launched the “We connect people to Europe” campaign. Making smart use of “One Europe” international campaign, we brought to life the “European City” as the epicenter of the activities. A huge replica city in the heart of Tirana, with iconic buildings from all DT countries became host of a spectacular launch event. 30,000 visitors during 4 weeks visited it while being seeped in the magenta brand through continuous T activities. The next day, from TV, online and social media, to OOH in airports, city centers and national roads, magenta dominated the attention of the Albanian people. The result – Telekom started the journey in the country with 89% brand awareness after 12 weeks.
Another interesting factoid - the whole rebranding campaign was planned and executed in only 3 months :)

Best creative execution

Deutsche Telekom, Group HQ
We connect people in Europe.
CATEGORY
WINNER
We connect people in Europe.
Deutsche Telekom, Telekom Deutschland GmbH, Group HQ
Best creative execution
We wanted 120 million Europeans in 11 countries to see what Telekom actually is:
Europe’s leading telco provider.

For 20 years, Telekom has enabled Europeans to connect – across physical, intellectual and technological borders. With the continuous delivery on its brand promise, “Life is for sharing”, Telekom has proven to be the bridge builder of an increasingly borderless Europe.

Consequently, the T-logo was made the bridge between different countries, people and cultures. We wanted Europeans to not only understand, but also to feel the significance of this achievement. With a truly cinematic look, incredible attention to detail, highly engaging local activation and a media planning rigorously prioritizing contact quality over quantitative parameters, we created a deep fascination for our message.

This drive for excellence in every aspect, clearly paid off:

People intensively engaged with the creative output:
View-through rate for video: 83,4% (+178% vs benchmark)

More importantly, Europeans recognized the impact of Telekom’s engagement in their personal lives.
Brand image “Enriching life”:
- CZ: +29%
- PL: +37%
- HU: +15%
- D: +13%

Brand image “Inspiring”:
- CZ: +26%
- PL: +19%
- HU: +50%
- D: +15%

Ultimately, the “One European Network” made pan-European telecommunication leadership come alive.
T-Mobile Austria, Austria
TEST! T-Mobile Einfach Selber Testen!
TEST! T-Mobile Einfach Selber Testen!
T-Mobile Austria, Jung von Matt/Donau Werbeagentur GmbH, Austria
Best creative execution
Up until now, network tests were anything but realistic. That is why we wanted to let the people in Austria do the first real network test by themselves.
We appealed to Austrians and asked them to: Simply. Test. T-Mobile. Themselves.
And we appealed to them everywhere: On TV. In Print. With posters and in many other ways.
We entered into dialogue with Austria online and compiled the high number of responses we received from testers on an interactive social wall. Our existing customers were also invited to take the test and gave us feedback in our biggest customer campaign ever.
The special thing about it: we went to where the people actually are – to their homes. It was our most comprehensive campaign to date.
And the first time our customers have been able to give us direct feedback.
The response was overwhelming:
More than 83% were satisfied with the LTE network from T-Mobile and wish to continue using it.
We were able to increase traffic in the online shop by 130% and grow the gross adds by 20% during the campaign period. And the campaign also improved the brand fit values.
Magyar Telekom, Hungary
The Cake Test
The Cake Test
Magyar Telekom, Isobar Budapest Zrt., Hungary
Best creative execution
This rather unusual but amazing cake in scale and taste was only shared with one hand picked child. They were told not to tell anyone in the group, but this experiment quikcly showed us such sweet surprise should not be kept a secret, and went viral in the kindergarten right away.
The video had more than 500k view within 2 weeks; almost 70% of views were organic. It was 12x more efficient than average telco ads.
it’s become, the most liked telco TVC ever (not Telekom only, all telco), and Best TVC (all categories) in 2015 voted by Hungarian advertisers.

Best reinvented campaign

Makedonski Telekom, Macedonia
Magenta 1
CATEGORY
WINNER
Magenta 1
Makedonski Telekom, Publicis, Macedonia
Best reinvented campaign
In 2015, Telekom was facing a big challenge in Macedonia. Bad political situation slowed down the economy and the merger of two main competitors, meant that Telekom lost the leading position on the market. We fought back by introducing the powerful “MagentaEINS” platform on the Macedonian market.

We introduced the new Magenta1 portfolio as the first fully integrated offer from Telekom.
Our Magenta1 story was introduced in 3 phases:
In phase 1 we launched an emotional brand campaign and introduced the joint TELEKOM brand, as offering the best communication services on the market.

In phase 2 we engaged the customers by staging a huge music happening in the center of Skopje. Incredible 60 thousand people attended, making it the biggest happening in Macedonia
Finally in phase 3, Magenta 1 was introduced under the claim “THE BEST FROM TELEKOM IN ONE PACKAGE”.

With unmatched media launch across all channels we “painted” the country in magenta, using many executions. As a result we grasped the mass attention and raised interest in Magenta1
The sales were three times above target with value uplift of 9.9% and increased customer satisfaction of 23%!
T-Mobile Polska, Poland
One European Network Campaign
One European Network Campaign
T-Mobile Polska, Starcom MediaVest Group, Poland
Best reinvented campaign
The One European Network Campaign was the biggest image campaign in display channel for T-Mobile in Poland in 2015.

On a market with high clutter the main challenge was to engage people in the campaign and make it noticeable. One of the assumptions was “quality over quantity”. The idea was to show the most important content from the website on the ad unit.

Big display formats (expandable lightbox and full-page toplayer) allowed us not only to show the full key visual with interactive effect, but also to combine it with 40-seconds video on a single view. That way users could interact with essential content created for this campaign within only one contact. The video spot was also used in the impactful form on the login page of the biggest Polish mailbox provider.

We served almost 95 million impressions of rich media display creatives throughout the campaign. The total interaction time counted was over 28 million seconds, which equals more than 324 days of interaction with rich media banner.

The full page creatives together gained over 6 million measured interactions. The most frequently opened caption was the one on the bridge in the center – almost 700 thousand times.
Slovak Telekom, Slovakia
Business Wall of Fame (BWOF)
Business Wall of Fame (BWOF)
Slovak Telekom, MUW Saatchi&Saatchi, Slovakia
Best reinvented campaign
When people talk about “the next big thing” perhaps the biggest one is the Internet of Things (IoT), that will significally form the market in next 10 years. Since the IoT is just evolving, most people either do not yet understand the benefits of it or underestimate its potential.
Deutsche Telekom is all about people - it brings useful innovations, which simplify their lives and help them to share. Therefore we put the customer first in the campaign and created an unconventional online campaign (that ran simultaneously in 8 European countries with very targeted online executions), which explained the IoT in easy uderstandable and playful way. Campaign was presenting striking solution benefits instead of nitty gritty details and transform the boring topic in funny movies, everybody could relate to.
Despite quite limited budgets the business campaign generated a phenomenal reach and we got leads to more than 200 IoT developers and 42 000 business customers. Campaign clearly showcased potential of IoT solutions and with its results the campaign helped to position Deutsche Telekom as a great partner for developers and customers in the most compelling new market of the future: the Internet of Things.

Best use of content (including product placements)

Telekom Romania, Romania
TADAAAM Prepaid Platform
CATEGORY
WINNER
TADAAAM Prepaid Platform
Telekom Romania, Leo Burnett Group, Romania
Best use of content (including product placements)
Being launched in 2014, TELEKOM is still a newcomer in Romania, a brand that needs to prove the LIFS claim, especially for youngsters – the toughest target to be reached and convinced by brands.

To connect with them, while making a brand statement, we create TADAAAM SHOW, an online show using the format of a vlog presented by Romania’s no. 1 vlogger, and his help Pandalie.

The content of the show was generated by out-of-the-ordinary experiences, crazy, cool, involving, fun to watch, fun to participate, fun to share, with viral potential, that Telekom was organizing in real life for fans.

TADAAAM was an instant hit, and in a few months became Romania’s most popular branded content platform and a TELEKOM trade mark.

We produced 20 episodes, 67 TADAAAM videos and hundreds of engaging materials for Facebook.
In total 3 hours of TADAAAM content was created. The overall time spent by fans watching equals 7 years!

Our content generated +2 million YouTube views, with an average time spent on content above 3.5 minutes.

In December TADAAAM made an outstanding difference: the new acquisitions increased with +7.5% (vs. period prior to TADAAAM launch) – the highest Prepaid increase since TELEKOM launched.
Telekom Deutschland, Germany
MagentaEINS roaming and Fack Ju Göhte 2 cooperation
MagentaEINS roaming and Fack Ju Göhte 2 cooperation
Telekom Deutschland, Telekom Deutschland GmbH, Germany
Best use of content (including product placements)
To successfully promote MagentaEINS with its new roaming offer, it was key to also engage a younger audience. The challenge: 84% of millennials distrust advertising. A radically new approach was needed for evolving our content platform Family Heins.

The launch of box office movie Fack Ju Göhte 2 offered a perfect opportunity. Going beyond traditional movie co-operations, we merged the two stories. Family Heins became part of a popular movie – from teaser to premiere to press coverage – and vice versa.

By interweaving real-life events into the fictional campaign, we created a whole new type of content format: fictionality. More importantly, we truly connected with our audience and created outstanding curiosity about Deutsche Telekom and its products.

We achieved massive reach – especially within the young target group:
5 million views in social media and 33 million PR contacts

We made the audience curious about the MagentaEINS offer:
70% of 20-34 year olds were interested in more information
(vs. 58 % among the 35-49 year olds and vs. 30,5 % benchmark)

We were highly efficient:
Earned Media worth 1.15 Mio. € vs. 0€ cost for cooperation

Fictionality – the next level of content marketing. Made by Deutsche Telekom.
Deutsche Telekom, Group HQ
Telekom Electronic Beats – City Festival Concept
Telekom Electronic Beats – City Festival Concept
Deutsche Telekom, Deutsche Telekom AG, Group HQ
Best use of content (including product placements)
Our goal was to start the transformation from utility to lifestyle brand.
Electronic Beats, Telekom’s successful music program proofed, that music is a key driver for urban lifestyle. But we wanted to think bigger and needed to engage with our target’s lifestyle more widely. That’s why we created the Electronic Beats City Festivals, a new city-wide multi-venue festival concept, dominating European cities for more than one night.
In autumn 2015 our new festivals took place in Montenegro, Romania, Hungary and Croatia. In strong collaboration with local creative communities we set up a wide range of lifestyle events backing up our strong music line-up.
Incentive partnerships with sharing brands helped differentiate the brand. With 70 lifestyle events, 18 concerts, secret gigs and club nights, we attracted 17,000 visitors, three times more than previous events.
On Facebook the number of fans boosted from 61,000 engaged users to 340,000. Local partners created 43 Facebook events adding 36,000 engaged users. Our artwork was the basis for extensive PR and media campaigns, including print ads, OOH, TV and online campaigns, reaching 360m contacts.
We have created city-takeovers that deliver a new brand experience in line with Telekom’s promise that Life is for Sharing.

Best use of technology and/or data

T-Mobile Austria, Austria
LifeMoticons. Dona-te-xting by T-Mobile.
CATEGORY
WINNER
LifeMoticons. Dona-te-xting by T-Mobile.
T-Mobile Austria, Jung von Matt/Donau Werbeagentur GmbH, Austria
Best use of technology and/or data
Almost every single one of us uses emoticons to express their emotions. But now emojis can help with a much bigger issue: defeating AIDS.
The Life Ball – the world‘s biggest and most flamboyant AIDS charity event follows this goal for more than 20 years. And as a proud principal partner T-Mobile wanted to help. By creating both donations and awareness for the cause of the Life Ball itself.
So T-Mobile Austria created it’s own set of emoticons, the LifeMoticons, which helped to turn simple messages into good ones. Fun emojis that celebrate the Life Ball and spread its values, tolerance and diversity with every text message. But even more importantly every download became a donation of 99 cents.
The app could be downloaded for free and featured fun emojis for the LGBT-community as well as Life Ball celebrities like Elton John, Jean Paul Gaultier, Conchita Wurst and Boy George. They all became part of it with their own personalised emoji.
On the day of the Life Ball, the LifeMoticons became the 1 trending lifestyle app in the Appstore and Google Playstore and was also featured and talked about on social media and blogs.
T-Mobile Netherlands, Netherlands
Media Effectiveness Traffic
Media Effectiveness Traffic
T-Mobile Netherlands, T-Mobile Netherlands, Netherlands
Best use of technology and/or data
Columbus (a tool that consists of an combination of algorithms, data and dashboards) gathered already information to predict the amount of orders in the coming period. Our strategy was to use the same knowledge and build a new model with traffic numbers on the same extensive dataset. With 96% accuracy of the forecast we where able to plan media better and turn the negative traffic and sales trend up. With as result on average ~15% more traffic as the year before.
Magyar Telekom, Hungary
Festival Buddy
Festival Buddy
Magyar Telekom, Magyar Telekom, Hungary
Best use of technology and/or data
Festivals are usually overcrowded with brand appearances and it’s hard to convey any marketing message. Last season Telekom was not only sponsoring the major festivals of Hungary but provided a strengthened 4G coverage on site – that’s why we needed an idea that attracts people's attention and dramatize Telekom’s strong 4G network to people regardless of they are festivalgoers or not.
So, we created a telepresence platform, that eliminated the physical borders of the festivals, and festivalgoers and non-festivalgoers could share the fun while experiencing, how magical a reliable 4G connection can be. This is Festival Buddy.
Trough festivalbuddy.hu or our mobile app people from outside could control the interactive bots, and this way they were able to interact and communicate with others being in the festival. They could not just talk to each other, but even have physical contact by simply pushing a button: for example somebody from outside was able to squirt people in the festival.
Or they could simply follow the live video stream from this unique, POV angle, which was basically a live, user generated, branded content. During the festivals we had 2000 connections established, and managed to show the festivals to 54.000 people.

Most effective engagement campaign

Telekom Deutschland, Germany
Our songs become ONE. (Unsere Lieder werden EINS.)
CATEGORY
WINNER
Our songs become ONE. (Unsere Lieder werden EINS.)
Telekom Deutschland, MediaCom, Germany
Most effective engagement campaign
Deutsche Telekom promises its consumers “Life is for Sharing”. Our consumers love to share personal experiences. How can you connect the consumer more closely with the brand than by creating a personal experience?
Our insight: Music transmits emotions, creates experience, connects people. People are shaped by countless memories. With his song „Lieder“, (songs) Adel Tawil has already proven that one song can unite personal memories and emotions.
Our mission: We extend the idea proven by Adel to a national level. In summer 2015, we ask all Germans to submit their playlists of their lives. Out of these submissions, Adel Tawil and Telekom create something big: a completely new song that unites all the personal memories of the individuals. Thereby, we make the brand promise come alive and make the consumers experience that “Life is for Sharing” (engagement).
The perfect combination of moving images on TV and digital, the extensive and precise use of 48 social influencers and a finale Street Gig live experience, THAT is pure engagement: 30,000 personal playlists, some even from celebrities. And the audience cheers the campaign. In social web we generate an engagement rate of an astonishing 11% and more than 1 million posts and interactions.
T-Mobile Austria, Austria
Worldrecord
Worldrecord
T-Mobile Austria, Jung von Matt/Donau Werbeagentur GmbH, Austria
Most effective engagement campaign
Anyone can have a network test done. But the best way to show how good our LTE-network really is, is to test it not only under real, but even extreme conditions.

To proof the quality of the T-Mobile LTE-network in Austria, we got it tested by a target group with very high standards for their internet connection: online gamers.

Therefore we organized the longest Pro Evolution Soccer session ever and tried to break the world record by testing the LTE-network for 40 hours straight.

This spectacular campaign triggered a huge media response. Over 2.2 million visual contacts were made thanks to earned media. And we achieved our goal and broke the world record of online gaming. Our network passed the endurance test with flying colours.
Magyar Telekom, Hungary
Aunt Bici
Aunt Bici
Magyar Telekom, Magyar Telekom, Hungary
Most effective engagement campaign
Although Hungarian mobile market is a developed one, still not enough people are aware what 4G is about. Instead of communicating technical details, we decided to dramatize the features of our 4G network trough an inspiring story: helping Aunt Bici, a 87 years old chess master to make her dream becomes true.
The goal was to break the world record of simultaneous chess partys anybody has ever played. We set up a microsite where we organized online chess tournaments with live stream powered by Telekom’s 4G, so people living everywhere in the country could help turning an old lady’s dream to become reality.
After introducing Aunt Bici, she started to recruit players in TV ads, and social media. Beside the paid campaign further mediums started to discover her background and talk about her ambition.
Aunt Bici was real. Her personality, her achievment were all real, just like the support from people. She finally broke the record making the stunning results tangibleThis fact successfully presented that 4G is not an abstract parameter but a useful tool in everybody's hands.
This interactive campaign was able to demonstrate that the product and provider is so reliable that you can count on it.

Most effective sales campaign

Magyar Telekom, Hungary
Webpresence (Webkönnyen - HUN)
CATEGORY
WINNER
Webpresence (Webkönnyen - HUN)
Magyar Telekom, Magyar Telekom, Hungary
Most effective sales campaign
Does the fact surprise you, that only the 35% of the Hungarian enterprises has their own business website? What can Telekom do about enhancing the rate of online supplement? Magyar Telekom’s SME business segment in cooperation with foreign vendors brings you the simplest solution, which is called Webpresence. This application ensures full online existence, including website editor, cloud-based storage and domain registration, without any IT skill requirements. Although we, as Telekom colleagues were aware of all benefits of the service, explaining and demonstrating them towards target group throughout communication messages, tools, channels meant a real challenge, as VSEs and SMEs are very dismissive against IT generally, as they describe it as a ‘necessary bad’. We identified the 360 degree communication as potential breakout possibility; TV- and online campaigns, complemented with smart spots, in which real entrepreneurs introduced their businesses. External and internal roadshows, business events, and the still running website contest help to extend the favorable impact of the ATL campaign. Did the invested energy return? We believe, that it did, as we can boast about these results: more than 4000 registered users and nearly 1000 new sales since the launch of the product, excellent customer response, outstanding media performance.
T-Mobile Austria, Austria
T-Mobile My HomeNet
T-Mobile My HomeNet
T-Mobile Austria, MediaCom, Austria
Most effective sales campaign
The challenge in the Austrian market for internet connections was, to attack the market leaders that are offering fix cable networks. We wanted to bring My HomeNet from T-Mobile into the consumers mindset. At the same time we needed to communicate the advantages of the product, above all the stability and the nationwide coverage of the HomeNet cube, that provides the consumer with the highspeed LTE connection through the T-Mobile mobile network.
By using big size formats and special ad forms in a wide media mix (with a special focus on online, mobile and TV), and by implementing a targeting on to the TA related creatives and environments, we set up a personalized campaign with a very strong focus on rural areas, that reached the consumer at his doorstep, wether he lives in a city or a village.
We achieved 400% gross adds and realized the situation, that the product has nearly been sold out at a certain point, before the campaign ended.
Slovak Telekom, Slovakia
S4GAN - full year communication
PEOPLE'S
CHOICE AWARD
S4GAN - full year communication
Slovak Telekom, MUW Saatchi&Saatchi, Slovakia
Most effective sales campaign
Mobile voice has 100% reach in Slovakia and it is getting harder to differentiate between networks, as the market is both, highly competitive and price sensitive.Telekom’s challenge for 2015 became to own 4G network and to promote its benefits to customers. Main learning from the consumer research was that our target consumer didnt understand what the 4G is, how it compares to other technology products, such as 3G.
Telekom drives simplicity and wants to make complex solutions easy to understand. So, we decided to make it personal. We showed the benefits of 4G with someone everyone in our target audience know: Peter Sagan.
Three-times winner of the Tour De France’s ‘Green Jersey’, most popular national sportsman and literally the fastest Slovak.Blending Sagan and 4G brought huge branding opportunity. Sagan+4G=S4GAN. All ‘Sagan’ content could be easily changed to ‘S4GAN’. Before the S4GAN communication, was Telekom’s offer similar to Orange’s one. However, after 6 months of our campaign, there is almost 30% difference, with Orange resting at 53% while Telekom reaching 81.1%. The power of creative solution can be best described by a simple equation with the half share of voice(media budget), we got double the share of mind of competition(awareness).

Most innovative use of media

Magyar Telekom, Hungary
Streetsigns in Love
CATEGORY
WINNER
Streetsigns in Love
Magyar Telekom, Magyar Telekom, Hungary
Most innovative use of media
We work on bringing Telekom closer to people and make the brand’s essence „Life is for sharing” touchable. Telekom is a partner with a mission to connect people with their loved ones. We found a cost-effective and heart-warming way to express it.
Everyone wants to spend Valentine’s Day with a special one. Unfortunately, we all know the feeling when it’s not possible. Telekom decided to remind people how good it is being with the loved ones.
StreetSigns in Love idea was pretty simple. We chose streets named after historic characters (poets, writers) who had historic loves. Muses who inspired art are known by everybody. Many classics would not exist without them.
To dramatize it in an unusual way, we decided to stop street signs’ loneliness: We attached plates with the muses’ names next to the real ones –so love got an extra plate on these streets for Valentine’s Day. To strengthen the power of this guerilla campaign we created sharable contents (maps with the love stories and quotations).
It became Hungary’s most shared brand act on Valentine’s Day.
Instead of just talking about love, we showed publicly that we can find an innovative and creative way to support it.
OTE Greece, Greece
OTE VDSL CHALLENGES
OTE VDSL CHALLENGES
OTE Greece, Ogilvy & Mather Athens, Greece
Most innovative use of media
VDSL was introduced in the Greek market in 2012. After 3 years we had to re-invent VDSL and regenerate demand. The problem was that we had to convince our already satisfied ADSL users that they needed speed upgrade and spend more. So we uploaded a common post on social media and let people tell us their opinion. Then, we selected two critical comments and answered them with two true challenges. In an abandoned shed we created the VDSL HUB, equipped with a single VDSL connection.For the first comment, we transferred the tenants of 6 apartments to VDSL HUB and we urged them to do anything they wanted on the internet via the same OTE VDSL connection. For the second comment we invited people at VDSL HUB, to take photos and create videos inspired by the Stork. Then we asked them to upload the material on twitter via the same OTE VDSL connection. Within few hours, hashtag Stork became the No1 trending topic all over Greece.
So, two negative comments was all it took to set up a great campaign and persuade a whole country that it is worth trying VDSL, with very good results in sales and brand’s indicators.
T-Mobile Czech Republic, Czech Republic
Xmas agent mission
Xmas agent mission
T-Mobile Czech Republic, T-Mobile, Czech Republic
Most innovative use of media
Welcome to the world of agents.
This is the christmass mission WhatsApp contest.
Mission completed:-)