This campaign ran in 11 European markets. That’s a lot of rules and regulations. We had to find a solution that didn’t wrap us up in red tape and dilute our communications.

Our answer was to place Deutsche Telekom’s mobile internet – not the brand –

at the heart of our content and to give our target the chance to be part of the experience. While the content would put mobile internet up in lights, brand messages would occur around it, in paid media environments, via PR and the community we created around our content.

Move On would be a blockbuster movie experience that involved our target from the moment we shouted 'action'. We wouldn’t just launch it on an unsuspecting audience, we let them help us make it. And then we’d defy convention once again. Our movie would start life with a red carpet premiere, then go online and on TV across Europe.

Our initial audience would come from a digital rather than TV premier, drawn to the experience by their engagement with the movie making process.

None of this would work without exciting content but by creating the world’s most crowd-sourced movie, we were confident our target would watch.

WE GAVE OUR TARGET AUDIENCE THE OPPORTUNITY TO CO-DIRECT THE MOST AMBITIOUS BRAND MOVIE EVER.

We gave consumers the chance to be co-directors – every day. We promoted opportunities to decide, participate, vote or simply watch the results.

It was the most ambitious film project ever created by a brand – with and by everyday people.

Partnering with Man on a Ledge Director, Asger Leth and Casino Royale, baddie 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 our 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, we launched with a red carpet premiere.

OUR MOVIE SET NEW STANDARDS FOR CONSUMER ENGAGEMENT.

The movie generated more than 1 million views on YouTube in just five weeks.

TV delivered further reach via broadcasts across Europe. The movie will also be viewable on the Lufthansa in-flight entertainment system and on Telekom’s own IPTV offerings across Europe.

Across 11 markets we delivered more than 878m paid, owned or earned contacts.

Research after the initial TV promotion shows:

1. Total brand fit uplift averaged 10.5%, topping out at 17% – beating targets by up to 25%.

2. The campaign supercharged Deutsche Telekom’s 'inspiring' score, which rose by 81%. 'Enjoying' and 'enriching life' saw shifts of up to 59% and 23%, respectively.

3. Purchase intent increased up to 30%.