'Move On' was the first road movie starring Mads Mikkelsen developed by Deutsche Telekom, shaped and inspired by thousands of users from all over Europe, who contributed in various tasks to the movie.

Its aim was to prove the capabilities of Deutsche Telekom's mobile internet services and products.

A PR-driven project, the press was successfully involved in throughout the whole campaign's time frame – with additional earned media worth almost the entire campaign's budget.

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.

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.