Deutsche Telekom: The story of Bob & Linda

This case study describes how Deutsche Telekom stood out in a competitive market where little product differentiation was apparent.

Deutsche Telekom: The story of Bob & Linda

DDB Group Hamburg

What were the objectives for the creative work?

The telecommunications market is one of the most competitive markets in Germany and for Deutsche Telekom, 2013 proved especially challenging:

  • Telecommunications advertising leads in growth in year-to-date advertising spending1.
  • Products and services are increasingly interchangeable as the market closes in on a functional level.
  • With increasing costs per reach and little differentiation product-wise, marketing professionals need to think outside of the box and create unique, engaging content.
  • Sharing has become ubiquitous and seems to have lost its value: people don't hold...

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