ANGRY BIRDS LIVE

In our fast paced and technology obsessed society, mobile phone sales are at an all time high. But ironically enough Deutsche Telekom’s mobile revenues are under serious pressure from an unsuspected application at the heart of its business: voice-to-voice communication.

For years in a row the average revenue per user (ARPU) in the European Telco category has been declining. In the three years leading up to our campaign the decline of ARPU was not less than 33%. The only factor responsible for this decline was the dramatic drop in voice communication; email, social networks and free text messaging were compelling alternatives for an old school phone conversation. Deutsche Telekom had to turn around this trend. It was simply unacceptable for a market leader to have a declining ARPU in a growing category.

The opportunity was data: less that half of DT’s customers were buying smartphones WITHOUT a data plan. If we could come up with a campaign that would drive the purchase of smartphones WITH a data plan, the increase data revenue would make up for the voice-to-voice loss.

Our answer was a unique integrated campaign in which we teamed up with the most successful mobile game of out time; Angry Birds. Our campaign was incredible successful in engaging with our target audience. It exceeded all our sales objectives, dramatically improved the brand scores and became one of the most successful Telco virals on YouTube ever.