Telekom

CHALLENGE
The premium image of Telekom leads the young, price-sensitive target group to assume that the brand is significantly more expensive than the competition. However, with the MagentaMobil Young tariffs, it is in fact quite affordable. This misperception costs Telekom its lead in the first-choice segment.

IDEA
Speak to the young audience the way they would speak themselves. With their most popular music genre, their values, and a young, trending artist – Badmómzjay – as the face of the campaign. In order to break down prejudices together. About them. About their generation. And about us. Under the catchy motto “Check that again.”

RESULT
Not only did awareness of the Young tariffs increase (+5% among teenagers), but the perception of value for money (+5%) also rose significantly, leading to revenue and image gains that propelled Telekom to first place as the most used and most popular mobile communications brand among young people.