Telekom: The Online Park

Telekom, a telco brand, promoted its Kaspersky Safe Kids app designed to protect children online in Romania.

Campaign details

Brand: TelekomBrand owner: Telekom RomaniaAgency: Leo Burnett RomaniaMarket: Romania

Executive summary

Romania is a particular country: with high internet penetration (80%) at a low cost and a generally positive attitude towards the Internet.

Parents with children as young as 3 got accustomed to the Internet being their children's new favorite toy and playground. Although they are nostalgic for simpler times when children would play outside all day under their watch, parents have accepted that kids today prefer the magical universe of the internet.

The paradox: Romanian parents are overprotective with their...

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