T-Mobile: Angry Birds Live

In this European campaign, Deutsche Telekom increased sales of smartphones with a data plan by targeting millennials and partnering with Rovio, the mobile gaming company.

T-Mobile: Angry Birds Live

Saatchi & Saatchi Milan

Advertiser: Deutsche TelecomBrand: T-MobileCountry: Italy

Objectives

Business Objective:

  • Increase overall revenue for Deutsche Telekom by €20mn y.o.y, Q3, 2010 to Q3, 2011

Marketing Objective:

  • Increase penetration of smartphones with data plans in market by 10 percentage points within our core target audience of pre- and postpaid users, 14-35 year olds within one quarter of the campaign being launched.

Communications Objectives:

  • Improve brand approval scores by 10%;
  • Double purchase intent to attach data plans;
  • Improve fame and saliencefor...

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