Telekom

INSIGHT
Linear TV dominated for years, and with EntertainTV Telekom offered the leading IPTV product. But viewing habits changed. Streaming platforms like Netflix (launched in Germany in 2014) set new standards for entertainment. Competitors followed: Vodafone introduced GigaTV in 2017, combining live TV, media libraries and streaming on one platform. In autumn 2018, EntertainTV was repositioned and relaunched as MagentaTV. The challenge: shift perception from technology provider to premium entertainment platform.

IDEA
A series inside the commercial break – instead of a commercial break inside the series.
We created the first MagentaTV original and placed it directly in the ad break. To stand out, we broke with classic advertising clichés. Instead of testimonials, we chose protagonists: Christian Ulmen and Fahri Yardım – known from Tatort and Jerks – a duo with broad appeal and strong entertainment credibility.
Their format allowed ongoing storytelling with plot twists, guest appearances and integrations of new content partners (e.g. Disney+) or major events like the World Cup. A flexible series instead of a traditional commercial – delivering entertainment where no one expected it.

IMPACT
From the 2018 relaunch to the 2022 World Cup campaign, MagentaTV established itself as a leading entertainment platform. Our campaigns consistently drove success, increasing sales by an average of +9.5% above target in a highly competitive market.
Brand awareness rose from 49% (2018) to 89% (2022), IPTV interest from 41% to 59%, and trust in Telekom as an entertainment provider from 33% to 51%.

MagentaTV successfully repositioned from technology expert to entertainment brand – becoming the clear first-choice IPTV provider with a +27.5 percentage point lead in 2022.