Cannes Lions

MOBILE INTERNET / VDSL

MEDIACOM GERMANY, Dusseldorf / DEUTSCHE TELEKOM / 2011

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Overview

Entries

Credits

Overview

Execution

TELEKOM asked Thomas D – one of Germany’s most popular, and coolest, rap stars – to remix the song “Seven Seconds” with new rap text. Their only condition: that he use the million voices of their customers as the song’s vocalists.

Phase 1 “Introduction”: Kick-off in ATL (TV, Online, Radio) and social media. People were asked to film themselves singing the new song, then upload (using TELEKOM’s mobile, Hot Spot, ISDN…) on online platform. Star Thomas D interacted with the community online.Phase 2 “Journey”: Selected video performances became part of the song, and part of the campaign -- as emotional TV spots, supported by Online, OoH, Cinema, and massive and eye-catching TV integration: exclusive spot placements and branded music entertainment..Phase 3 “Outcome”: Linking the “Million Voices” song and campaign to the relevant Telekom product features (for “Mobile Internet” and “VDSL”) in ATL.

Outcome

The campaign supported TELEKOM’s positioning and campaign goals on a very high level.Over 13.481 videos were uploaded (with an even higher number of participants who performed within the clips).

Almost 9 million Page Impressions were generated on the campaigns’ website.

Over 30.000 song apps were downloaded from the website.

43.000 new Facebook fans for TELEKOM were won through the campaign.The song sold over 56.000 copies, most digitally. Massive PR was achieved throughout the campaign.

But what’s more: Relevant Set Index reached the highest level ever and TELEKOM’s “Life is for Sharing” Brand Personality increased by 20%.

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