FileNewTemplate
CONTEXTTELEKOM ROMANIA positioned itself as a premium leader
after the 2014 rebranding.
X But since then, TELEKOM wanted more: to be cool, as to appeal
to youngsters.
CHALLENGES2000MB1500MINUTEINTENATIONALECATREMOBILNELIMITATMINUTESISMSURIINTELEKOM3000MINUTENATIONALE700SMSNATIONALESI8000MINUTEINTERNATIONALECATREFIX
CHALLENGESWE ARE A BIG BRAND AND WE WANT TO ACT AS A BIG
BRAND!
CHALLENGESGO BUT ALSO AGAINSThttp:// WITH OFFLINE EVENTS.
CHALLENGES NEW
ON THE OTHER HANDRomanian youngsters are extremely picky
They look up to international content creators (PewDiePie,
Seananners, VanossGaming, H2O Delirious etc.)
Even local hits are adaptations of international formats
(=3)
Services have very low involvement, they are considered
commodity
BIG QUESTIONS
How do you appeal to the young?(PS: not us)
6 million5 million15 million10 million2 million40 million
ISSUE
How to break the clutter and transform Telekom (and mainly the
Telekom prepaid product) into a cool brand for young audiences.
THE IDEA
The most complex and integrated long term content marketing
brand initiative for young audiences.
THE IDEA
HOW IT WORKSA YouTube show with weekly videos created along the
Telekom promise Experiente Impreuna
A new video every Wednesday
Additional pieces of content in the rest of the week
THE EXECUTION
And one extremely memorable character.
THE EXECUTION
THE EXECUTION
THE EXECUTION
TADAAAM is:
A local content initiative about experiences worth sharing
TADAAAM is:
A way to draw in younger audiences
TADAAAM is:
A way to eventually market directly through a digital
product
But for now:
TADAAAM is a vlog that showcases real life experiences that you
can (and should) share with your friends.
Its about reminding ourselves that the best viral video is
life.
RESULTS
1.6 MILLION YouTube views(50%)
350.000+ of which came from Suggested Videos.Another 390.000+
views came from browse features.
29.000 subscribers (#1 brand channel in RO)(recently insisted on
subscribe CTA)
24.500 likes / 717 dislikes (in YouTube)48% mobile viewers, 52%
desktop viewers
Organic contests reached up to 5.500 comments in 2 days.
250.000 unique users engaged (25%)
Only 8% was predicted. 20% users activated the Giga Weekend
option.
And all of this just 12 episodes in.
Brand/Show integration accepted by users
And its not only online
TV Campaign
TV (weekend): https://www.youtube.com/watch?v=OEbfH_kpm6Y TV
(Monday): https://www.youtube.com/watch?v=wd2h8Tuk1o0
Future
Refine the product Introduce technological experiences Expand to
various platforms Test, test, testHave fun
Thank you!
