Growth in the telecommunications market is driven by the growth of mobile Internet. In this innovative market the heavyweights Telekom and Vodafone went head to head. While Vodafone chose an emotional yet traditional approach Telekom decided to leverage the power of their brand promise “Life is for sharing.” for an innovative approach – to create ownable content and use it to turbocharge product communication. It impressively showed that life is just better shared and gave proof to the fact that Deutsche Telekom offers more than just mobile Internet. We created:

Move On: The first Hollywood-like road movie for everyone to join in.

This content helped us to create product communication that drove Deutsche Telekom’s business further: the free PR generated paid for the production cost. The campaign helped growing Telekom’s market share and winning new customers while making existing customers more loyal. In Germany, we moreover outperformed our main competitor Vodafone considerably in all KPIs and won back market leadership.

Marketing not a cost but an investment.

Deducing the effects of product launches, promotions, shop advertising and bank holidays Move On created significant growth in customers – as shown with econometric modelling. Over their lifetime these new customers generated income that led to a higher Return On Investmen than normally expected by Telekom from its investments – even after subtracting media cost and overhead cost and a constantly decreasing Average Revenue by User.

So we believe we showed that innovative marketing is not a cost but an investment. But beyond that, we hope we entertained people across Europe with the first Hollywood-like road movie they could join in themselves and share.