The pandemic brought along many challenges that were never-before-seen. Our society was plagued by an uncertainty for the future. Telekom saw the urgency to relieve the pain and to lend a helping hand.

Among all issues, we identified one that loomed heavily among our most valued target group GenZ: career uncertainty.

Telekom understood how vital technology is in the lives of youngsters and its potential contribution to a better future. Adhering to this positive outlook, Telekom set out to provide GenZ with tangible solutions through the connected technology central to our service, reassuring them that if they have a passion, they will be #futureproof.

The communication approach was designed to help the brand achieve the following:

• Business Objective: Strengthen Telekom’s relationship with GenZ and inspire their loyalty as customers.

• Marketing Objective: Increase Telekom’s brand attributes within this specific segment and position the brand as a preferred provider of choice.