- Target groups are travelers who want to use mobile Internet while on vacation in the same way as they do at home
- Central theme "Look for the fun. Not for the Wi-Fi."
- Campaign accompanies vacationers from trip preparations to their destinations
"Look for the fun. Not for the Wi-Fi." – Deutsche Telekom is basing its international Travel & Surf campaign on this central theme. It promotes the new Travel & Surf data roaming packages, which let travelers use mobile Internet abroad at fixed prices, without fear of unexpected costs. Travel & Surf is available in more than 100 countries around the world. The campaign, which starts on June 16, 2014, will be rolled out in Austria, Croatia, the Czech Republic, Germany, Greece, Hungary, Macedonia, the Netherlands, Poland, Romania and Slovakia.
Anyone who books a Travel & Surf Pass for a vacation can use their mobile devices at any time and share special moments immediately with their friends. The Travel & Surf Pass pass lets customers enjoy their vacations, without worrying about where to find the next Wi-Fi spot. The campaign concept is based on this premise and exaggerates odd behaviors that many are familiar with.
“We use this comparison and hold up a mirror to the users in a tongue-in-cheek way. Because we want to convince vacationers: Don't waste your vacation looking for Wi-Fi, discover Travel & Surf the worry-free mobile Internet. In short: Look for the fun. Not for the Wi-Fi!” explains Wolfgang Kampbartold, Vice President of International Marketing Communications at Deutsche Telekom.
The protagonist of the campaign is José, a lovable rogue from Spain. After years renting out boats, bicycles and rickshaws, as more and more guests asked about Wi-Fi, José had a revolutionary business idea: He began to train dogs to track down Wi-Fi frequencies. He now rents the dogs to tourists by the hour, and has achieved some success. Of course, the campaign idea of "Wi-Fi Dogs" has its roots in a fictitious business model.
Communication campaign with online and social media focus The campaign announces the Travel & Surf offer before the vacationers depart, and even accompanies them along their journey to their destination. Campaign elements include online ads, mobile and social media placement, placarding, in-flight media and even out-of-home advertising at airports and train stations. The campaign was implemented in collaboration with DDB Tribal, Berlin (creation), and Mediacom, Düsseldorf (media).
About Travel & Surf Travel & Surf is the data roaming rate for Deutsche Telekom's consumers and business customers, which enables them to surf the mobile Internet abroad. There are different offerings, from economical day passes through to weekly flat rates. The Travel & Surf passes offer full cost control: After expiry of the included volume, the Internet connection is automatically terminated or the surfing speed is reduced. As a result, no unwanted costs are incurred when surfing abroad.
About Deutsche Teleko m 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.