Deutsche Telekom: Move On

Daniela Hofmann and Gordon Euchler

This case study describes how Deutsche Telekom, the German telecommunications company, used a content driven storytelling campaign to promote its mobile internet products.

Deutsche Telekom: Move On

Daniela Hofmann and Gordon Euchler

Campaign details

Brand owner: Deutsche Telekom AGAgency: DDB Tribal GmbHBrand: Deutsche TelekomCountry: Germany

Executive summary

Growth in the German telecommunication market is driven by mobile internet. Whoever leads this segment will lead the market in the future. While its main competitor Vodafone convinced consumers with an emotional, classical campaign, Telekom chose an innovative, content driven approach to woo its customers. It created: Move On – the first Hollywood-like road movie for everyone to join in.

The content theme enabled Telekom to dramatize mobile...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands