Travel & Surf: Wi fi dogs

Kathrin Jesse

This case study describes how Deutsche Telekom, mobile phone service provider in Germany and across Europe, launched a humorous story-based campaign to increase sales and revenue of its 'Travel & Surf' package.

Travel & Surf: Wi-fi dogs

Principal author: Kathrin Jesse, DDB Group Germany GmbH 

The Background

Deutsche Telekom's data roaming pass "Travel & Surf" is a safe way of surfing the net while on vacation. Users can choose their favored data package before or during holidays and then use it in over 100 countries worldwide.

However, having in mind that in the past data roaming created tremendous phone bills, people have a deeply embedded fear of turning on data roaming during a stay abroad. While actually the costs for data roaming across the EU were cut by up to 91%...

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