Cannes Lions

TELECOMMUNICATIONS PROVIDER

DDB GERMANY HAMBURG / DEUTSCHE TELEKOM / 2010

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Overview

Entries

Credits

Overview

Execution

One day before 9 November, Deutsche Telekom organised a surprise choir for the people of Leipzig with star tenor Paul Potts at the Leipzig railway station. Like 20 years ago, the people of Leipzig showed courage and joined in spontaneously. Finally, around 2,000 joined in and sung Song of Joy by Beethoven in the largest spontaneous choir of all time.The 'Choir without borders' is the highlight of the current product campaign 'Borders were yesterday' of Deutsche Telekom in the form of an exceptional and spontaneous, highly emotional event. This was then shared: online, with PR, on TV and by means of other accompanying measures.

Outcome

During and just after the event there were loads and loads of twitters, YouTube viewings and blogs. On the following day at the latest, the whole of Germany shared how Deutsche Telekom said thank you to Leipzig in national and regional media reports.

- > 1,500 different user contributions online- Approx. 100 editorials online with integrated videos- > 600,000 video views online in the first 6 weeks, of these alone over 361,000 views of the TV commercial on YouTube- www.telekom.de/erleben experiences the highest number of hits since the platform was launched (up to 16,708 visitors per day)

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