Deutsche Telekom Case study MOVE ON [video] DDB Dusseldorf

MOVE ON [video]

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Sector Telecomunicaciones, Mobile Communications (en)
Media Case study
Mercado Alemania
Agencia DDB Dusseldorf
Director Asger Leth
Creative Director Thorsten Haller
Art Director Fabian Frese, Maya Brenner, Astrid Germanus, Florian Zwinge, Andreas Gruyters
Copywriter Michael Schilling, Tobias Hecking
Producer Michael Schmid, Jacob Raben, André Bause, Niels Kau
Editor Olivier Coutte Bugge
Publicado diciembre 2012

Premios

Eurobest 2013
Promo & Activation FINANCIAL SERVICES, COMMERCIAL PUBLIC SERVICES, BUSINESS PRODUCTS & SERVICES Bronze
Interactive VIRAL MARKETING AND EMAIL ADVERTISING, E-CARDS ETC. Bronze

Creditos y descripciones

Advertiser: DEUTSCHE TELEKOM
Agency: DDB TRIBAL GROUP
Category: Short Format Internet Film
Advertising campaign: MOVE ON
Art Director: Astrid Germanus (DDB Tribal Group)
Art Director: Andreas Gruyters (DDB Tribal Group)
Director: Asger Leth
Project Manager Online: Carsten Schulz (DDB Tribal Group)
Art Director: Fabian Jung (DDB Tribal Group)
Agency Producer: Jens Mecking (DDB Tribal Group)
Music: Jesper Gadeberg
Producer: Jacob Raben (Nobody Cph)
Project Manager Online: Kathrin Lamm (DDB Tribal Group)
Sound Engineer: Lars Loehn (Ludwig/Loehn)
Art Director: Maya Brenner (DDB Tribal Group)
Account Manager: Nora Hetzelt (DDB Tribal Group)
Editor: Olivier Bugge Coutté
Digital Conceptioner: Sebastian Schöndorfer (DDB Tribal Group)
Account Manager: Sönke Bruns (DDB Tribal Group)
Agency Producer: Susi Schneider (DDB Tribal Group)
Copywriter: Tobias Hecking (DDB Tribal Group)
Project Manager Online: Susanne Zu Eicken (DDB Tribal Group)
Managing Director Creative: Dennis May (DDB Tribal Group)
: Kari Jackson-Kloenther (Mediacom)
Project Manager Online: Merret Thomsen (DDB Tribal Group)
Copywriter: Michael Schilling (DDB Tribal Group)
Account Manager: Sandra Humbek (DDB Tribal Group)
Producer: André Bause (Jo!schmid Filmproduktion)
Chief Creative Officer: Eric Schoeffler (DDB Tribal Group)
Art Director: Florian Zwinge (DDB Tribal Group)
Strategic Planning: Gordon Euchler (DDB Tribal Group)
Screenwriter: Matt Greenhalgh
Producer: Michael Schmid (Jo!schmid Filmproduktion)
Producer: Niels Kau (Nobody Cph)
Project Manager Online: Roland Hachmann (DDB Tribal Group)
Creative Director: Thorsten Haller (DDB Tribal Group)
Client Brief Or Objective
The brief:Make Deutsche Telekom’s claim “Life is for sharing.” come to life simultaneously in 11 European markets and show the capabilities of its mobile Internet services.
Implementation
Move On. The first road movie starring Mads Mikkelsen inspired by people from all over Europe.In more than 100 tasks users could offer their help in shaping the movie. From the soundtrack to the getaway car to locations to roles as extras. Due to various tasks’ complexity, we were accepting of below average response rates, resulting in above average content – response was our vehicle, not our goal!During the shooting of the movie, users could interact with the project thanks to behind the scenes reports and additional tasks that could be fulfilled after the initial crowdsourcing phase.
Relevancy
Since its inception in 2007, Deutsche Telekom’s claim “life is for sharing.” stands for communication worth being spread by customers and users in general. With Move On Deutsche Telekom raised the bar: For the first time their communication was a product of sharing – and proved what Deutsche Telekom’s mobile internet is capable of.
Outcome
More than 10.000 people entered their contribution on the campaign platform. Far more than 1 million watched the whole movie on YouTube, 3 million more all of the content.The movie is currently available for free on Deutsche Telekom’s on demand channel “T-Entertain” and reaches an additional audience of millions of people in the in-flight programming of Europe’s largest airline “Lufthansa”.Press coverage amounted above 6 million euros, media reach at above 57 million. Thus, Deutsche Telekom highly multiplied their investment.