Deutsche Telekom has once again won coveted awards. The campaign "The network of the future" won the renowned GWA Effie. The company also pocketed another prize for its online reporting.
The GWA Effie is awarded by the German Association of Communications Agencies. Deutsche Telekom won the prize in bronze, as the sole company in the services category. The jury emphasized the efficiency and quality of the campaign. "We are thrilled at winning this prize," said Hans-Christian Schwingen, Deutsche Telekom's head of brand management. "The success of this campaign once again underscores the power of integrated brand communications, combined with the high level of network quality people need."
Under the central theme "We are investing in the network of the future for you," Deutsche Telekom launched a major communications campaign on September 4, 2013, to raise public awareness of network quality. To emphasize the financial and human resources it has dedicated, Deutsche Telekom used focal topics such as network upgrades and innovation, network security and availability and other specific network aspects.
Christian Hahn, Head of Marketing Communications, Strategy and Media, stresses that "Telekom will continue to upgrade its best network in future, building on the vast expertise of its employees and significant monetary investments. That is the basic idea upon which the campaign is based." In particular, the campaign focused on the employees who give their all to assist the expansion and guarantee the quality of the network infrastructure.
The campaign was launched with a 45-second spot on high-reach TV stations and large-format print advertisements. Online and social media channels were served in parallel, together with special advertising formats on a variety of platforms. A website with background information about the campaign and Deutsche Telekom's network initiative rounded out the communications.