Deutsche Telekom Promo, Case study PUTTING MUM AT THE CENTRE OF MOBILE Mediacom Amsterdam

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PUTTING MUM AT THE CENTRE OF MOBILE

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Sector Telecomunicaciones
Media Promo / PR, Case study
Mercado Países Bajos
Agencia Mediacom Amsterdam
Publicado mayo 2010

Creditos y descripciones

Category: Best Use of Integrated Media
Advertiser: DEUTSCHE TELEKOM
Product/Service: TELECOMMUNICATIONS
Date of First Appearance: May 8 2010
Entrant Company: MEDIACOM NETHERLANDS, Amsterdam, THE NETHERLANDS
Strategy Director: Bart Brummelkamp (MediaCom)
Account Director: Tessa Rawie (MediaCom)
Communication Planner: Maarten Fontein (MediaCom)
Digital Consultant: Erica Thieme (MediaCom)
Radio TV Director: Nancy Verwey (MediaCom)
Radio TV Buyer: Naomi Smith (MediaCom)
Media placement: Daily newspaper - Telegraaf, AD, NRP Dagbladen, Nrc.next - 8 May 2010
Media placement: Online - Spele.nl, Zoover (family and holidays), Marktplaats, ROC Family, MSN, Sanoma Media, Hyves, YouTube, - 10 May 2010
Media placement: TV - STER/RTL/SBS/MTV/Comedy Central - 17 May 2010
Media placement: Magazines - Libelle, Margriet, Viva, Flair, Flow, Mind, Beau Monde, J/M, Vrouw, Vriendin, Summer Special Audax - 21 May 2010
Media placement: OOH - CenterSigns (in shopping centres), Train station posters Abri - 7 June 2010
Media placement: Cinema - Pathe cinema’s national (1.9 million visitors) - 8 July 2010

Insights, Strategy & the Idea
T-Mobile Family offers a great deal: free unlimited calls to your nearest and dearest. But sales were below target.

We knew that mums were at the heart of family life and played a key role in helping choose the family’s mobile package. So it was vital that a mum sat at the centre of our message.

We recruited a real, emotional family moment that we could share with the whole of the Netherland: An unscripted story that everyone could get to share in, and where mobile connections were key to making it happen.

First, we introduced the nation to our family and highlighted their quest to put on a special family moment.
Second, we let everyone track their progress.
And finally, we let the whole country join in the celebrations.

Creative Execution
The Manders family from South Holland used their T-Mobile Family package to call and text each other. Their goal: to organize a fantastic birthday party for their beloved grandmother.

Their big idea was to get Granny’s favourite singer, Dutch mega-solo-artist Guus Meeuwis singing happy birthday to her.

TV, social media, online, print and cinema allowed consumers to follow the ups and downs of preparations, from the initial idea to their big call to Guus and all the organisation that followed.

Each family member got involved from the grandchildren to Grandfather Manders. The campaign even included a film of Granny herself (she was told she was in a documentary about Grandfather’s carrier pigeons).

The campaign reached its highlight when Guus Meeuwis interrupted his sell-out stadium tour to call Grandma Manders live via his T-Mobile handset. Then Guus and 35,000 fans joined the family in singing Happy Birthday.

Results and Effectiveness
Campaign recall 82%.
Awareness of T-Mobile Family up 24 points – an increase of 80%.
45,000 new subscribers to T-Mobile Family, three times our campaign target.