The popularity of content marketing moves incredibly fast. Just a decade ago, most of us had never heard of it, and its one of the top priorities for marketers . But the mobile market still lags behind as companies often pitching to consumers by focusing on tariffs instead of entertaining them and strengthening brand image. The result: boredom and information overload.

So we wanted to take a more modern, fresh approach to content marketing. Instead of pushing the product, we created a tongue-in-cheek campaign that was actually relevant to holidays - a world of Wi-Fi Dogs.

EXT. JOSÉ’S DOG RANCH – DAY

We open on with a José and Santiago standing in front of their training facility. We see an irresistible, super sweet close-up of a puppy. The animal looks around nervously and sniffs the air as if searching for something. The camera stays on the cute lil’ guy as we hear José introduce his business with a voiceover tease…

JOSÉ (V.O.): Welcome… to Wi-Fi dogs.

EXT. TRAINING ZONE OF RANCH – MOMENTS LATER

José takes us inside his vast but shabby facility. As he pours his morning coffee, José introduces us to the business, we see Santiago in a training session, as he leads scruffy dogs through a obstacle course – resulting in varying degrees of success.

JOSÉ: This is my headquarters where we train dogs to find Wi-Fi. Hopefully, this will be the business of the century.

EXT. THE FIRST WI-FI HUNT - THAT DAY

We cut to a redhead family who are going on their first Wi-Fi hunt. It seems to be going successfully until they are led into a strip club. The family quickly leave – clearly horrified. During their hunt José earnestly describes how he came across his idea with a VO:

JOSÉ (V.O.): On holidays, the people look for free Wi-Fi. But Wi-Fi isn’t everywhere. So I thought it might be good to train dogs to find Wi-Fi.

EXT. SANTIAGO - LATER

A wide shot of Santiago working on the truck outside the headquarters. As we move closer, Santiago explains his role in the business.

SANTIAGO: What do I do for José? A bit of everything. I train the dogs.

Santiago wraps strips of bacon around a double-antennae router from 1999. One of the dogs leaps toward it. Nervous, he holds it out and a dog snatches it from his hand.

SANTIAGO: and do the graphic design.

Santiago concentrates as he gingerly peels vinyl logo letters onto the company truck.

SANTIAGO: I even made the website.www.jose-dogs-the-best-for-to-find-wifi.net.

Santiago holds up a slightly lopsided business card.

We get a glimpse of the 8-bit website created by Santiago – it might not impress the modern millennial, but José looks proudly over the screen as he holds a small dog.

EXT: ON THE ROAD – LATER

José drives with the Chihuahua up front. If you look closely, you can see Santiago’ s face periodically peering in through the back window of the cab. As they drive past magenta Telekom billboards, José reveals his softer side, cuddling and cooing over his favorite dog who even ‘helps’ him drive.

JOSÉ: Rosita drives more than Santiago. Not too fast - and keep your eye on the road!

EXT. SEA PROMENADE – LATER

At their seafront store, we see some quick glimpses of Santiago and José assigning dogs to two Paris Hilton like girl gets a small dog that fits in her Gucci bag.

The next customers are a slightly suspicious older couple. José reassures them and pairs them with Estrella, an enormous Terranova.

JOSÉ: We proud of this - 100% guarantee.

We follow the tourists outside, where the woman gives the Wi-Fi search command.

Estrella, meanwhile, starts sniffing the air and then points towards the direction opposite of the beach, pushing the woman at the leash and nearly making her fall. Chaos ensues as Santiago tries to capture the dog and calm the clients.

José remains behind by his shop front, stroking Rosita and looking utterly unfazed.

A super appears:

Look for the fun. Not for the Wi-Fi. With Travel & Surf: data roaming at a fixed price in over 100 countries worldwide.

Telekom Logo Ending

(Sound logo as barking)

People fell in the love with Wi-Fi Dogs. The campaign was no. 1 in Germany´s Viral chart and Deutsche Telekom´s Summer Pass increased its sales by 19% and its revenue by 28%.