- A new "Europe" campaign, with star tenor Andrea Bocelli, highlights the overarching idea of a connected Europe
- Timotheus Höttges: "A borderless Europe needs borderless communication"
- "Feel connected all over Europe. With the best network." supports the Group's strategy for becoming the "Leading European Telco"
Deutsche Telekom stands for and with Europe. A new "Europe" campaign with Andrea Bocelli is going to reaffirm this. In the campaign, the star tenor and the telecommunications company express their shared belief in the idea of a connected Europe. With its campaign claim, "Feel connected all over Europe. With the best network." Deutsche Telekom will again highlight its Group strategy for becoming the leading European telecommunications provider. The wide-reaching campaign kicks off in mid-July 2016 and will appear successively to twelve European Deutsche Telekom markets. In Germany it will be launched on Saturday July 16, 2016.
“We, Deutsche Telekom, see Europe as a gain. We operate in 13 European markets. This makes us more international. We exchange ideas and information amongst our national companies. We learn from each other, and that makes us better”, explains Deutsche Telekom CEO Timotheus Höttges, thereby affirming the importance of the European idea with respect to entrepreneurial decisions. "Network technology and digitization are the basis for borderless communication. A borderless Europe needs borderless communication."
Claudia Nemat, Member of the Deutsche Telekom AG Board of Management responsible for Europe and Technology, adds "We want to continue investing in our pan-European network and in innovative services, with a view to expanding our technological leadership in Europe, and offering the best customer experience." The network of the future should connect as many people as possible, across boundaries, and offer maximized bandwidth, the best service and innovative products.
"You can’t see what it is that connects Europe. But you can feel it."
The Europe campaign represents the connectedness of countries and people, through a network that is invisible but always provides this feeling of connectedness. The TV commercial conveys this idea through Andrea Bocelli, who lost his eyesight at the age of 12. The tenor takes the viewer on a whirlwind trip across Europe. Accompanied by emotionally appealing images and music, he explains the significance of the network's power to overcome boundaries. With his arms flung wide open, Andrea Bocelli symbolizes connectedness throughout this network, throughout Europe.
For Andrea Bocelli, today's network technology is one of the great achievements of our modern world. “The network turns Europe into a community and brings people closer together. Like my music. Music is a special language that everybody understands – and thus connects people”, says the tenor. “Life is a complex web of relationships with people. With the help of this network and new technologies, I want to stay connected with all the people who are important to me. What is true for music is also true for the network: You can’t see what it is that connects Europe. But you can feel it.”
With the campaign, Chief Brand Officer Hans-Christian Schwingen and Dr. Christian Hahn, Vice President Marketing Communication, Strategy and Media, are seeking to communicate a feeling of connectedness with people throughout Europe. "The emotional gesture of opening one's arms is universally understood, and here it stands for human connectedness across Europe's boundaries", explains Hans-Christian Schwingen. "The ‘T pose’, struck by people in different situations, thus translates our brand into an open, positive gesture that only Deutsche Telekom can claim as an iconic key visual." And last but not least makes our network visible as a symbol.
The Europe campaign will be presented in Albania, Austria, Croatia, Czech Republic, Germany, Hungary, Macedonia, Montenegro, the Netherlands, Poland, Romania and Slovakia. "Feel connected all over Europe. With the best network." will be accompanied by a 45-second commercial on leading TV channels and by a range of print advertising. It will also be supported by various measures presented out-of-home, online and via social media. In addition, the campaign website www.telekom.com/europe will support the campaign's many communication measures by presenting a range of additional information about Deutsche Telekom's Europe strategy.
"Feel connected all over Europe. With the best network."
Created by: Serviceplan, Hamburg
Media strategy: MediaCom, Düsseldorf
TV production: STINK, Berlin
Directed by: Aleksander Bach
Music: Audioforce, Berlin
Photographer: Andreas Lind c/o Camerawork
PR: Schröder + Schömbs PR, Berlin
Voice Over Andrea Bocelli:
“It gives me freedom.
Reliably – wherever I am.
It transcends boundaries.
It’s indispensible – and invisible.
It’s the gateway to knowledge and information.
It connects me to the people I love.
It’s like music. Like a language everyone speaks.
A sense of unity.
The network – it’s the present and the future.
You can’t see it. But you can feel it.”
About Deutsche Telekom
Deutsche Telekom is one of the world’s leading integrated telecommunications companies with more than 156 million mobile customers, 29 million fixed-network lines and around 18 million broadband lines (as of December 31, 2015). The Group provides fixed-network/broadband, mobile communications, Internet and Internet-based TV products and services for consumers, and ICT solutions for businesses and corporate customers. Deutsche Telekom has a presence in more than 50 countries and employs about 225,200 people worldwide. The Group generated revenues of 69.2 billion euros in the 2015 financial year – roughly 64 percent of it outside Germany.