- Deutsche Telekom awarded two marketing “Oscars”
- Gold for consistent brand management and effective campaign communication
- Bronze for its market communication of MagentaEINS in cooperation with Fack Ju Göhte 2
Deutsche Telekom has substantially improved the appeal of its brand over the last few years, developing into Europe's most valuable telecommunications brand. That was also the opinion of the jury selected by Germany's national association of communication agencies, GWA. Yesterday evening, the excellence of our brand management strategy, under the claim “Life is for sharing.”, was acknowledged with an GWA Effie award in gold. Telekom Deutschland also received an Effie, this time in bronze, for its communication of MagentaEINS to the market and for its partnership with Constantin Film in German cinema box-office hit “Fack Ju Göhte 2”.
Effies are awarded to acknowledge excellence in marketing communication. The success story that is the Magenta brand impressed the jury in the “evergreen” category. According to the jury, Deutsche Telekom's claim “Life is for sharing.” makes a clear and consistent brand promise with the greatest possible resonance for a telecommunications business. The branding strategy, they declared, was pursued consistently, and re-interpreted again and again in a variety of new and strikingly creative ways. In less than a decade, the jury added, the company has managed to develop a dynamic and human brand that now enjoys a high level of confidence.
Deutsche Telekom is now the most valuable telecommunications brand in Europe and one of the most valuable German brands in the world. The strategic and business successes of the company bear witness to the value of the brand, which for its part has provided a lasting contribution to the success of the company. The company's communication under the brand claim “Life is for sharing.” has steadily developed Deutsche Telekom – originally purely a technology brand – into a customer-oriented branding experience. A process that began with a partnership with Paul Potts was consistently driven on through such campaigns as Rain of Flowers, Million Voices, Move On, the Story of Linda and Bob and the Electronic Beats international music marketing program. The latest marketing efforts too, including the Group's EU campaign with Andrea Bocelli, the #gameforgood initiative using mobile game Sea Hero Quest in aid of dementia research and the innovative "Fashion Fusion" project also underline Deutsche Telekom's success in communicating its brand.
Telekom Deutschland was awarded its bronze Effie in the “Brand Partnerships” category for its communication of MagentaEINS through the charming Heins family. The GWA jury honored the Group's cooperation with German cinema box office success Fack Ju Göhte 2. Through the participation of MagentaEINS protagonist Clara Heins in the film production, Telekom Deutschland succeeded not just in increasing awareness of MagentaEINS, but also in extending the promotional effect for its partner, Constantin Film.
The Effie awards are considered Germany's "Oscars" for a sector that takes in advertising companies and agencies. A high-profile jury chosen by Germany's national association of communication agencies, GWA, awards the prizes annually for successful marketing communication. The jury consists of figures from business, the media, marketing educators, market research and communication and media agencies.
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