Situation

All the players in the industry aim to dominate the market as the #1 internet provider.

Brief

Telekom wanted to reinforce their position as the main service provider that offers everybody living in Romania access to unlimited, high quality internet.

Objectives ?

- Reinforce Telekom’s mission to provide everybody living in Romania access to unlimited, high quality internet.

- Increase the perception of Telekom offering the best telecommunications products

- Increase the brand preference as an internet provider in the market.

While on a mission to liberate the nation through unlimited internet, we found out that there’s more than one Romania: the village of Romania in Pennsylvania, US. Population, 20; internet, slow.

So, we decided to communicate Telekom Romania’s commitment to offer the best internet to everybody until no Romanian was left behind via Romania, USA. And we delivered custom-made internet sim cards, personalized for each inhabitant, entitling them to the same deal and speeds that Romanians in Europe get. For the first time, American Romania got the taste of true internet freedom. And this created a huge buzz in European Romania.

Telekom’s commitment is to offer everybody living in Romania access to unlimited, high quality internet. We communicated this by targeting the broadest audience possible. We made our offer available for everybody living in Romania without an exception. Even if that Romania was in the USA.

We shared the activation with the audience in the European Romania through posts on social media. We coordinated the social media activity to ensure the campaign gets the exposure it deserves. Then the campaign attracted the attention of all the major news outlets in the country.

The campaign started with a teaser on the only billboard in the village. Then we flew over a vlogger superstar to promote our product and deliver custom-made internet sim cards, personalized for each inhabitant, entitling them to the same deal and speeds that Romanians in Europe get.

We shared the activation with the audience in the European Romania through posts on social media. We coordinated the social media activity to ensure the campaign gets the exposure it deserves.

68% increase in brand preference

73% increase in the perception of Telekom offering the best telecommunications products

83% increase in trust for Telekom’s mission to liberate Romanian internet

100% unlimited internet penetration in Romania, USA