Campaign details

Brand: Telekom
Brand owner: Telekom Romania
Lead agency: Leo Burnett Romania
Country: Romania
Industries: Telephone & internet services
Media channels: Social media, Word of mouth, influencers
Budget: No budget

Executive summary

The filter bubble effect was one of the most talked about problems of 2017. For Telekom, the telecommunications brand aiming to win over Romanians with internet-centric offers, the filter bubble was a particularly big problem, as it went against Telekom's core brand belief that 'life is for sharing'. And, beyond sharing, Telekom believes technology should always be part of the solution, not the problem.

To solve this issue affecting millennials and Gen Z, who rely so much on social media to build their beliefs, Telekom turned to their top influencers: YouTube vloggers.