Cannes Lions

THE STORY OF BOB & LINDA

DDB TRIBAL GROUP, Hamburg / TELEKOM DEUTSCHLAND / 2014

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Overview

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Credits

Overview

Description

A campaign to proof the power of online-sharing and to enforce the leadership position of Deutsche Telekom as provider of the best network in Germany. The core-idea of the campaign:

Things get great when people start sharing.

And how better to proof this insight then with a real story that was shared and got great over the internet:

The story of Linda and Bob.

A photographer who portraits himself only wearing a pink tutu to make his wife smile after she was diagnosed with cancer. And the pictures also helped other patients and were shared over the network. The idea to support breast cancer patients with Bob’s pictures was born and Bob and Linda founded the Carey-Foundation.

We told the story in 3 phases:

1. First we introduced the story in a commercial aired in TV and online.

2. After the commercial was shared by million over the internet we brought Bob und Linda to Berlin. Embedded in an event with fans and media another commercial was created, featuring the first tutu--image made in Germany.

3. A third commercial documented how fast the story was shared and featured the first German tutu-exhibition hosted by Bob and Linda.

The campaign reached an earned media coverage of 250 million contacts and generated a media value of: 5.700.000 Euro

But most important: Millions of people shared the story of Bob and Linda and supported the Tutu-Project.

The campaign proofed it’s core-idea again: Things get great when people start sharing.

Execution

We told and documented the story in three phases, including 3 commercials (aired on TV and online), online- and social media and PR- and event-activities.

The first commercial (21.11.-19.12.13) introduced the story. The 2:42 minute long-edit of this commercial was shared worldwide (e.g. 3 million views on YouTube and 3.1 Million on buzzfeed.com).

For the second commercial (20.11.13-07.03.14) we brought Bob and Linda to Berlin. The shooting was embedded in an event with fans and media at the Brandenburg Gate featuring the first tutu-image made in Germany. After this the national and international press started to spread the story in on- and offline-media.

The third commercial (08.03.-03.04.14) documented how fast the story spread through the network and the media and the impact for the Tutu-Project after the first two TVCs.

After the shooting Bob and Linda to Berlin hosted their first German Tutu-Exhibition in Berlin – sponsored by Deutsche Telekom.

Outcome

• 3 million views on YouTube

• Buzzfeed 3.1 million views – within one week

• PR reports in Print, TV and Online reach 250 million contacts and a earned media value of 5.7 million Euro

• 440.000 views on the Telekom.de Landing page

• 1305 print reports, 478 online reports and 41 TV and radio reports

• 2500 visitors at the Tutu-Exhibition

• About 100,000 new Facebook-Fans

• 10% more followers on the Telekom Twitter-Account

But most important: Millions of people shared the story of Bob and Linda and supported the Tutu-Project.

In this way the campaign proofed it’s core-idea again: Things get great when people start sharing.

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