Family Card, now with savings for MagentaEins customers

• Emotional message: "Those who give their best, deserve the best"
• TV campaign shows all that people will do for the love of their family
• Online, Telekom uses hyperlocal targeting and drive-to-store measures for the first time

"Those who give their best, deserve the best" – That's the emotional message behind Telekom Deutschland's new advertising campaign, launched to coincide with the Internationale Funkausstellung consumer electronics fair starting September 1. The spotlight is on the new MagentaEins advantage: simply extend an existing mobile contract by up to four Family Cards for partner, children, or other family members, and save up to 40 euros each month.

The emotional TV ad focuses on moments in which people make small and big efforts for their family, because family is what matters to them. The daughter sits at the wheel, trying to get into gear. The gearbox crunches, but the father ignores the noise with a stalwart, loving smile. That smile, or the celebrations of the whole family at the finish line of a marathon – it's moments like these that make it all worthwhile. Deutsche Telekom shows these small moments in 40 seconds. And because people only want the best for their loved ones, they are also keen to pass the best things on: the advantages of their mobile contract in the best mobile communications network.

"Family Cards are extra SIM cards for the main mobile contract, at reduced prices. Family members receive the same services in the best mobile communications network as the main contract holder, but at cheaper rates. It's a great offer that is unique in the market," says Michael Schuld, head of Communication and Sales Marketing at Telekom Deutschland.

The new commercial, "Giving it your best," launches on September 1 on all major TV and online channels, and will be supported by an "out-of-home" campaign and other online measures.

Telekom is striking out on new online paths with hyperlocal targeting and drive-to-store measures. For the first time, hyperlocal targeting will identify users on Facebook who are out and about on their mobile devices near Telekom Shops. These users will receive advertising optimized for mobile customers overlaid with the nearest Telekom Shop address, leading them directly to the store. Customers who go into the Shop and seek information will additionally receive a free gift via QR code for a power bank.

Credits

• Created by: DDB, Hamburg
• Produced by: Big Fish
• Directed by: Louis Sutherland
• Media: Mediacom, Düsseldorf
• Public Relations: Schröder+Schömbs PR, Berlin 

Visit Deutsche Telekom’s booth in hall 21a at the IFA trade show in Berlin from September 1-6 to experience our products and services live. Deutsche Telekom's entire presence at the trade fair is carbon-neutral – all CO2 emissions generated in setting up and operating the booth are fully offset by CO2-reduction projects abroad.

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