Deutsche Telekom AG - Move On
Growth in telecommunications is driven by mobile internet. Recognising this, Telekom decided to leverage the power of their brand promise ‘Life is for sharing’ for a campaign that aimed to boost their mobile Internet business. ‘Move On - the first Hollywood-like road movie for everyone to join in’ generated user content that allowed people to experience mobile internet in new ways. The campaign grew Deutsche Telekom’s market share and won back market leadership, resulting in €3.8m in profit and a ROMI of 1.11.