Deutsche Telekom implements new MagentaEINS portfolio with 360° campaign
The message on all channels: fixed and mobile networks will become one
Based on the Heins family, Deutsche Telekom tells tongue-in-cheek stories about telecommunications today
"The future is ONE." This is the message Deutsche Telekom has been sending through all advertising channels for nearly a week now. The telecommunications company will finally reveal the secret at the IFA consumer electronics show in Berlin. MagentaEINS (in English: MagentaONE) brings landline and mobile communication together, but it is also much more: MagentaEINS is the core of an entirely new product portfolio that will cover the full telecommunications spectrum offered to customers. In the new range, mobile services will be marketed in the MagentaMobil family, while fixed-network services will be sold under MagentaZuhause (at home). Taking the new portfolio further, MagentaENTERTAINMENT, MagentaWOHNEN (living), MagentaSERVICE and MagentaARBEITSWELTEN (work) provide other packages and products that allow the customer to create tailor-made solutions to meet their individual needs.
"Home and mobile communications are becoming one, everything from a single provider, everything in the best network - that's the target from MagentaEINS. We want to serve attractive offers for customers individual telecommunication needs," says Michael Hagspihl, Managing Director for Marketing at Telekom Deutschland. "With an comprehensive media campaign we will emphatically convey MagentaEINS to the general public." Philipp Friedel, Head of Market Communications at Telekom Deutschland, adds: "For the product launch, we have designed a catch-all communications concept, which addresses the target audience on all channels and clearly conveys the brand values."
During the launch phase, Deutsche Telekom is initially concentrating on presenting the "one", in combination with the brand color, magenta. The digit appears everywhere: it glistens in the TV ads, decorates posters, appears on the jerseys of the FC Bayern Munich players, unexpectedly illuminates the facades of Berlin buildings and stands as an XXL monument in front of the Kaiser Wilhelm Memorial Church. The IFA brand presentation also revolves around MagentaEINS. Visitors can experience the convergence of the fixed and mobile networks at a stand 3,000 square meters in size.
The Heins family plays a central role in the introduction and launch of the new rate and product family within the media campaign. "The ad campaign featuring the Heins family marks an entirely new direction for our communication", says Michael Hagspihl. Mother Steffi, father Walter, daughter Clara and son Anton Heins are the heroes of the campaign; telecommunications are a natural part of their live. In short, entertaining TV and online ads, the family relates their "real-life" stories – of which telecommunications are always an organic part. This provides the framework for occasionally ridiculous stories and punchlines.
The family comedy with its colorful characters and crazy stories was developed by DDB Hamburg. Simon Verhoeven, director and actor, directed the ads and co-wrote the scripts. UFA advices Deutsche Telekom in fields of casting, direction and transmedia concetion. The family members are played by the actors Franziska Schlattner (Steffi), Martin Lindow (Walter), Eva Nürnberg (Clara) and Matthis Schmidt-Foß (Anton). The song "Traum" that features in the ad is from the new CRO album "Melodie," out now on the Chimperator label.
The story is designed as a long-term campaign and will unfold across all media channels: the 45-second TV ads arouse curiosity. The Heins family will also be active on Facebook, Twitter and YouTube. Sami Slimani, for example, who plays the daughter's boyfriend in the Telekom ads, is already an Internet star. He has more than 800,000 YouTube subscribers and nearly 200,000 Twitter followers.
Viewers who want to find out more about the Heins familiy can watch extended versions of the respective ads on www.telekom.de/magenta-eins. The website also provides more glimpses into the life of the family, as well as all relevant information about the new MagentaEINS portfolio.
You will find more information on Deutsche Telekom’s new rates, products an services in our IFA media kit at www.telekom.com/media/ifa
Visit Deutsche Telekom's stand in hall 4.2 at the IFA trade show in Berlin from September 5-10 for a live experience of our products and services. Deutsche Telekom's entire presence at the trade fair is carbon-neutral - all CO2 emissions generated in setting up and operating the stand are fully offset by carbon-reduction projects abroad.
About Deutsche Telekom Deutsche Telekom is one of the world’s leading integrated telecommunications companies with over 142 million mobile customers, 31 million fixed-network lines and over 17 million broadband lines (as of December 31, 2013). The Group provides fixed-network, mobile communications, Internet and IPTV products and services for consumers, and ICT solutions for business and corporate customers. Deutsche Telekom is present in around 50 countries and has approximately 229,000 employees worldwide. The Group generated revenue of 60.1 billion euros in the 2013 financial year - over half of it outside Germany.