Deutsche Telekom: Travel & Surf

This case study explains how Deutsche Telekom, the German telecoms provider, used a mockumentary to convince its European customers to purchase its 'Travel & Surf' roaming package for online browsing abroad.

Deutsche Telekom: Travel & Surf

Campaign details

Brand: Deutsche TelekomAgency: DDB Berlin GmbHClient: Deutsche TelekomCountry: Germany

Campaign Background & Summary

People love to surf the net – but they switch off data roaming once travelling.

On holiday, almost 60% of all mobile phone users switch off data roaming1. Getting their customers to switch on their data roaming offer is a massive business opportunity for Deutsche Telekom.

Moving ahead to break the customer's habits.

It was the perfect time to promote Deutsche Telekom's data roaming offer with cost-control – Travel & Surf....

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