- Campaign relies on authenticity, with real business stories
- Emphasizes the benefits of digitization, while addressing reservations
- Extension of the campaign on www.telekom.de/wirtschaftswunder
Deutsche Telekom is offering a miracle to the SME segment. More specifically: the "Wirtschaftswunder 4.0", the new economic and digital miracle. As a trusted partner to the SME segment, the telecommunications company is now offering "Wirtschaftswunder packages" to make it simple for companies to get started in the digital world – and is marketing these packages through a targeted communications campaign.
"Emphasizing the benefits of digitization, while at the same time addressing reservations – that's the objective of our campaign. Many companies have already discovered how new technologies can help them expand their business, gain new customers and optimize their processes. These role models from a wide range of industry sectors are the credible protagonists of our Wirtschaftswunder 4.0 campaign," says Michael Schuld, Head of Communications & Sales Marketing at Telekom Deutschland.
These true success stories are part of the campaign and are intended to instill courage and desire for a Wirtschaftswunder of their own – supported by Deutsche Telekom's digital solutions. "It was important to us to show real stories, not staged presentations. We feature real entrepreneurs, the real movers in the SME segment, to show every businessperson that they too can benefit from the opportunities of digitization made in Germany," says Dirk Backofen, Head of Business Customer Marketing at Telekom Deutschland, on the importance of IP-based communications and machine-to-machine communication for successful business.
The first step was to find the right stories about businesspeople in the SME sector and to find out what motivates and drives them, as well as the difficulties they face. Describing the specifics and mindsets of these entrepreneurs was just as important as identifying the exact digital products and services that resulted in success. The protagonists of the campaign have been selected to appeal to as broad an audience as possible – from craftsman and retailer to family-owned machine tool manufacturer and hotel operator.
The campaign will be launched on March 18 on high-reach TV stations, with a 45" compilation version as a teaser. Additional single episodes will follow in the coming weeks as 30-second spots. The microsite www.telekom.de/wirtschaftswunder will tell the detailed stories of these businesspeople and describe potential solutions and service by Deutsche Telekom. The site also contains a variety of segment and industry examples. A major online advertising campaign will accompany the TV ads.
Philipp und Keuntje, Hamburg, is responsible for creating the campaign. The creative agency hired the production companies The Shack, Johnny VC and nordisch filmproduction (all in Hamburg) to produce the twelve ads. German Wahnsinn provides the music. Mediacom supplies the media plan.
Video for the campaign launch: http://youtu.be/bLIrlAY_R-E
Further information and photos: www.telekom.de/wirtschaftswunder
Experience our products and services live at CeBIT from March 16-20, 2015, at the Deutsche Telekom stand (C26) in hall 4. Deutsche Telekom's entire presence at the trade fair is carbon-neutral: All CO2 emissions generated in setting up and operating the stand are offset fully by carbon-reduction projects abroad.
About Deutsche Telekom
Deutsche Telekom is one of the world's leading integrated telecommunications companies with around 151 million mobile customers, 30 million fixed-network lines and more than 17 million broadband lines (as of December 31, 2014). The Group provides fixed-network, mobile communications, Internet and IPTV products and services for consumers, and ICT solutions for business customers and corporate customers. Deutsche Telekom is present in more than 50 countries and has approximately 228,000 employees worldwide. The Group generated revenues of 62.7 billion euros in the 2014 financial year – more than 60 percent of it outside Germany.