Deutsche Telekom Promo, Case study MOVE ON by Mediacom Berlin

MOVE ON

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Germany
Agency Mediacom Berlin
Executive Creative Director Dennis May
Art Director Edgar Castellanos
Copywriter Michael Schilling
Client Service Director Omid Novidi
Strategic Planner Gordon Euchler
Released November 2012

Credits & Description

Advertiser: DEUTSCHE TELEKOM
Agency: MEDIACOM GERMANY
Category: Commercial Public Services incl. Healthcare & Medical
Advertising campaign: MOVE ON
Senior Communication Planner: Cathrin Kudrna (MediaCom Austria)
Executive Creative Director: Dennis May (DDBTribal Group)
Art Director: Edgar Castellanos (MediaCom Austria)
Art Direction: Astrid Germanus (DDB Tribal Group)
Global Account Director: Kari Jackson-Klönther (MediaCom Germany)
Client Service Manager: Marion Obrist (MediaCom Austria)
Copywriter: Michael Schilling (DDB Tribal Group)
Customer Service Advisor: Sönke Bruns (DDB Tribal Group)
Creative Media Planner: Sebastian Kaczor (MediaCom Austria)
Digital Conceptioner: Sebastian Schöndorfer (DDB Tribal Group)
Chief Creative Officer: Eric Schoeffler (DDB Tribal Group)
Art Direction: Florian Zwinge (DDB Tribal Group)
Strategic Planner: Gordon Euchler (DDB Tribal Group)
Agency Producer: Jens Mecking (DDB Tribal Group)
Art Direction: Maya Brenner (DDB Tribal Group)
Client Service Director: Omid Novidi (DDB Tribal Group)
Creative Direction: Thorsten Haller (DDB Tribal Group)
Vice President International Marketing Communications: Wolfgang Kampbartold (Deutsche Telekom )
Art Direction: Andreas Gruyters (DDB Tribal Group)
International Marketing Communications: Ayten Pekerman (Deutsche Telekom )

Effectiveness
OUR MOVIE SET NEW STANDARDS FOR CONSUMER ENGAGEMENTThe movie generated more than 1 million views on YouTube in just five weeks.TV delivered further reach via broadcasts across Europe. Across 11 markets we delivered more than 878m paid, owned or earned contacts.Research after the initial TV promotion shows:1. Total brand fit uplift averaged 10.5%, topping out at 17% – beating targets by up to 25%.2. The campaign supercharged Deutsche Telekom’s “inspiring” score, which rose by 81%. 'Enjoying' and 'enriching life' saw shifts of up to 59% and 23%, respectively.3. Purchase intent increased up to 30%.

Execution
WE GAVE OUR TARGET AUDIENCE THE OPPORTUNITY TO CO-DIRECT THE MOST AMBITIOUS BRAND MOVIE EVER.We gave consumers the chance to be co-directors – every day. We promoted opportunities to decide, participate, vote or simply watch the results.It was the most ambitious film project ever created by a brand – with and by everyday people.Partnering with Man on a Ledge Director, Asger Leth and Casino Royale, baddie Mads Mikkelsen, we created a film shot in eight European countries. Consumers selected locations and props, created the soundtrack, and appeared as extras. Overall, around 100 elements were created or chosen.A backstage blog brought the process alive, while PR, paid media and our wider digital community communicated location dates and created buzz.Every message lived on mobile and all participatory tasks ran seamlessly from any device.To give our blockbuster the stature it deserved, we launched with a red carpet premiere.

Strategy
EVERYBODY TALKS ABOUT ‘ENGAGEMENT’. WE REALLY NEEDED TO MAKE IT HAPPEN.With smart phone adoption going up, Deutsche Telekom faced the tough challenge of becoming the lead actor in this story – but differentiation in the mobile category is notoriously difficult.To create such differentiation we would need to really understand our target audience better than the competition, and offer them some communications that demonstrated this.We identified two key insights:First, consumers love mobile internet most when it saves the day. They would be literally lost without GPS-enabled maps.Second, our target had a common interest: movies. They wanted to understand how they were made and direct the action themselves.Our idea? Make Deutsche Telekom and mobile internet the star of its own blockbuster movie – and let our audience call the shots. It would be the world’s most crowd-sourced movie ever!