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"We connect people in Europe!"

  • Deutsche Telekom on the way to becoming the leading European telecommunications provider
  • Pan-European media campaign supports Group strategy
  • Technology connects people and markets across borders

"We connect people in Europe!" That's the motto of the media campaign Deutsche Telekom is launching in twelve European countries. The integrated campaign supports the Group's strategy for becoming the Leading Telco in Europe. Deutsche Telekom announced plans for its new European network at this year's Mobile World Congress in Barcelona in early March.

"By 2018, we want to become the leading European telecommunications provider. That's why we're investing in modern network technologies and a cross-border infrastructure in Europe. Together with our NatCos, we strive to offer our customers the best network quality, products and services and capture business synergies efficiently," says Claudia Nemat, Board Member for Europe and Technology at Deutsche Telekom. The Group intends to invest more than six billion euros in the expansion of its European networks by 2018, complete the migration of customer lines to all-IP and offer even more cloud-based products across borders, said Nemat.

Campaign brings markets closer together
With its international media campaign, Deutsche Telekom is also converging the communication used for its international markets. The message is clear: "We connect people in Europe!" The central element is the "T", representing a connection between the countries. "With our campaign, we want to raise awareness of the fact that Europe is growing ever closer together, and that Deutsche Telekom and its state-of-the-art technologies are connecting people and markets across borders," says Hans-Christian Schwingen, Head of Brand Strategy and Marketing Communication at Deutsche Telekom.

The key visual is clear, with a striking design: known places of interest from each "Telekom country" symbolize unified Europe as a repeated motif. The variable is the respective, country-specific bridges, which connect Europe - supported by the magenta "T". For example, the motif moves the Prague Castle (Czech Republic), the Krakow Cloth Hall (Poland), Heroes' Square in Budapest (Hungary), the Brandenburg Gate in Berlin (Germany) and the Pula Arena (Croatia) closer together. The connecting elements include the Charles Bridge in the Czech Republic (Prague), the Europabrücke/Europe bridge in Austria (Brenner Pass), the Chain Bridge in Hungary (Budapest), the "Blue Wonder" in Germany (Dresden) and the New Bridge in Slovakia (Bratislava). The television advertisement also follows this logic, moving famous buildings and sights closer together through complex computer animation. In the end, a full map of Europe is formed - once again supported by the magenta "T".

The campaign will be launched on May 7, 2015, in Germany, followed a few days later by Macedonia and Montenegro. Campaigns for Poland, the Czech Republic, Hungary, Croatia, the Netherlands, Austria, Slovakia, Romania and Albania will follow in June. "In addition to its leitmotif, the campaign also adds value through country-specific communication," adds Hans-Christian Schwingen. Additional European topics, such as Travel & Surf options, are transported over the course of the campaign beneath the overreaching concept.

"We connect people in Europe" will be launched in all countries with a 45-second spot on high-reach TV stations and large-format print advertisements. The campaign will also be pursued in parallel online and via out-of-home media and social media, as well as with accompanying events. The campaign minisite will also support the comprehensive communication activities with all important information about Deutsche Telekom's strategy for Europe.

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.

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