Entertain TV answers the needs of future TV generations by providing a single point of access to the endless variety of live and on-demand TV from countless providers, while offering the user plenty of guidance. Entertain TV is unique thanks to its outstanding usability, ease of use, and availability.

Entertain TV is the perfect companion in the new digital entertainment universe. It contains all the diversity of live and on-demand content, and makes it more easily accessible to the customer. It’s a solution that inspires as it entertains, so all content can simply be enjoyed.

To position the product on the market, we developed an end-to-end story for marketing and communication purposes by creating and introducing an overarching product personality.

The key driver while designing and developing Entertain TV was our desire to create a platform which is inspirational, diverse, entertaining, innovative, while remaining light and simple. To combine these attributes, we created a colorful pattern – prisms – that represents the diverse and colorful entertainment available on Entertain TV.

Additionally, we developed a comprehensive communication strategy and distributed a communication guide with corresponding lookbooks. We also created a separate Entertain TV asset database within Deutsche Telekom’s toolbox, which is used by more than 10,000 internal and external users.

Further design methods include the definition of personas, customer journey analysis, and limbic mapping.

The positive perception of Deutsche Telekom as a TV provider has been dramatically increased, while at the same time Entertain TV supports our brand values of ‘innovation, simplicity and competence’.

Customers have also gained better product understanding. The willingness to buy Entertain TV increased by 43% in comparison to the old platform, and increased by more than 80% in comparison to products from our competitors. At the same time, the emotional appeal has been increased by more than 17%. Testers told us they found Entertain TV to be 'modern, innovative, open, attractive and well structured’.

Customer experiences have been consistent with the brand values and messages at all touch points.

With its claim ‘TV becomes one’ Entertain TV fits seamlessly into the overall communication strategy of Deutsche Telekom’s Magenta One campaign. The product will be advertised in TV commercials, print campaigns, POS communication, online communication, packaging, and manuals. The end-to-end approach will ensure that the Entertain TV customer experience is consistent both at home and on the move.

The main target groups of Entertain TV are families with high purchasing power, and young audiences who should be introduced to the product.

SITUATION

The TV and video entertainment universe has changed dramatically. An enormous variety of content can now be consumed at any time on any device. There are no longer boundaries between live and on-demand content, and more and more providers and video portals are competing for customer attention. This has created a new, previously unknown freedom: on-demand offerings allow the customer to consume everything, everywhere. However, this new freedom has also created new complexities for the consumer.

BRIEF

Communicate and market the product’s utility and emotional value-add in addition to its individual functions. Provide a unified brand and product experience throughout the customer journey and across all touch points.

OBJECTIVE

• Increase positive perception of Deutsche Telekom as a TV provider

• Reduce complexity

• Increase product understanding of emotional value

• Establish a permanent product brand