Deutsche Telekom Promo, Case study TELEKOM MILLION VOICES by DDB Berlin, Mediacom Berlin

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Industry Mobile Communications
Media Promo & PR, Case study
Market Germany
Agency DDB Berlin
Agency Mediacom Berlin
Released October 2010

Credits & Description

Category: Best Use of Integrated Media
Date of First Appearance: Oct 14 2010
Entrant Company: MEDIACOM GERMANY, Düsseldorf, GERMANY
Managing Partner: Ralf Haber (MediaCom)
Managing Partner: Fabian Kietzmann (MediaCom)
Group Head Planning: Michael Knezevic (MediaCom)
Account Director: Matthias Hoppe (DBB Tribal)
Consultant: Oliver Kielinski (DBB Tribal)
Media placement: Online Campaign - Flash Layer - - 14.10.2010
Media placement: TV Campaign - TV Spot - Ntv - 15.10.2010
Media placement: Radio Campaign - Radio Spot - Energy Sachsen / Energy Bremen - 18.10.2010
Media placement: TV Campaign - TV Spot - Ntv - 15.11.2010
Media placement: TV Campaign - TV Promostory - Pro7 - 15.11.2010
Media placement: Outdoor Campaign - Video-Cube - Lanxess Arena Köln - 15.11.2010
Media placement: TV Campaign - TV Spot - Pro7 - 18.11.2010
Media placement: Radio Campaign - Radio Spot - Energy Sachsen / Energy Bremen - 18.11.2010
Media placement: Cinema Campaign - Spot - CinemaxX- & CineStar Theatres Top 16 Cities - 25.11.2010
Media placement: Outdoor Campaign - TV Spot On Big Screens - New Years Party Berlin - 30.12.2010
Insights, Strategy & the Idea
Fact is: Anyone who wants to use the limitless opportunities of the internet is better off using the TELEKOM. TELEKOM Germany -- like no other player in the market -- offers its clients a fascinating range of possibilities to use the internet, with the highest mobile net quality in the market, and a huge range of private internet connections and Hot Spots.
But TELEKOM Germany didn’t just wanted to talk about their network’s size and quality, they also wanted to prove it -- by giving the target group the opportunity to experience the ubiquitous and best network around.
Therefore, TELEKOM Germany initiated “Million Voices,” a campaign that made TELEKOM’s “Life is for sharing” claim real, with a strong call for customers to actually share their voice – and while they were at it, experience TELEKOM’s trademark quality and ubiquity
Creative Execution
TELEKOM asked Thomas D – one of Germany’s most popular, and coolest, rap stars – to remix the song “Seven Seconds” with new rap text. Their only condition: that he use the million voices of their customers as the song’s vocalists.
Phase 1 “Introduction”: Kick-off in ATL (TV, Online, Radio) and social media. People were asked to film themselves singing the new song, then upload (using TELEKOM’s mobile, Hot Spot, ISDN…) on online platform. Star Thomas D interacted with the community online.
Phase 2 “Journey”: Selected video performances became part of the song, and part of the campaign -- as emotional TV spots, supported by Online, OoH, Cinema, and massive and eye-catching TV integration: exclusive spot placements and branded music entertainment..
Phase 3 “Outcome”: Linking the “Million Voices” song and campaign to the relevant Telekom product features (for “Mobile Internet” and “VDSL”) in ATL.
Results and Effectiveness
The campaign supported TELEKOM’s positioning and campaign goals on a very high level.
Over 13.481 videos were uploaded (with an even higher number of participants who performed within the clips).
Almost 9 million Page Impressions were generated on the campaigns’ website.
Over 30.000 song apps were downloaded from the website.
43.000 new Facebook fans for TELEKOM were won through the campaign.
The song sold over 56.000 copies, most digitally.
Massive PR was achieved throughout the campaign.
But what’s more: Relevant Set Index reached the highest level ever and TELEKOM’s “Life is for Sharing” Brand Personality increased by 20%.