Deutsche Telekom: Prejudice vs Reality

Friedrich Segebarth, Philipp Machleidt, Lennart Wegner

Deutsche Telekom (DT) ran a multichannel, youth-targeting campaign in Germany to improve awareness, preference, value perceptions and sales.

Campaign details

Brand: Deutsche TelekomBrand owner: Deutsche TelekomEntrant company: DDB Germany - GermanyIdea creation: Emetriq HamburgMarket: EuropeSector: Telecoms & utilitiesMedia channels: Radio & audio, Livestreaming, Sales promotion, Outdoor, Out-of-home, Word of mouth, Influencers, KOLs, Social media, Mobile & apps, Websites & microsites, Online videoBudget: 10 - 20 million

Executive summary

Deutsche Telekom (DT) is Europe’s leading telecommunications brand. As Germany's number one mobile provider, DT’s network quality comes at a relatively high price point. As a result, it has a perception problem in the young...

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