GOLD

Deutsche Telekom, "Move On," MediaCom (Multinational)

With smart phone adoption going up, Deutsche Telekom faced the tough challenge of becoming the lead actor in this story – but differentiation in the mobile category is notoriously difficult. To create such differentiation they would need to really understand their target audience better than the competition, and offer them communications that demonstrated this. First two key insights were identified: Consumers love mobile internet most when it saves the day. They would be literally lost without GPS-enabled maps. Second, our target had a common interest: movies. They wanted to understand how they were made and direct the action themselves. Their idea? Make Deutsche Telekom and mobile internet the star of its own blockbuster movie – and let our audience call the shots. Deutsche Telecom gave consumers the chance to be co-directors – every day. Partnering with Man on a Ledge director Asger Leth and Casino Royale actor Mads Mikkelsen, we created a film shot in eight European countries. Consumers selected locations and props, created the soundtrack, and appeared as extras. Overall, around 100 elements were created or chosen. A backstage blog brought the process alive, while PR, paid media and Deutsche Telekom’s wider digital community communicated location dates and created buzz. Every message lived on mobile and all participatory tasks ran seamlessly from any device. To give our blockbuster the stature it deserved, they launched with a red carpet premiere. The project not only showcased Deutsche Telekom’s technological capabilities, but gave the brand an element of personality – something consumers would feel compelled to engage with. The movie generated more than 1 million views on YouTube in just five weeks, with television covering an even wider area via broadcasts across Europe. Research after the initial TV promotion showed a total brand uplift beating targets by 25% and purchase intent increasing 30%.