International campaign Magenta ONE for #1 dads unveiled
Magenta ONE is clearly the spearhead of Deutsche Telekom’s Fixed Mobile Convergence strategy. The concept of one-stop-shop communications and entertainment packages spread in one year across the European footprint. Now ONE creative media campaign has been launched, aiming to further build on the Magenta ONE success-story across Europe.
For #1 dads! That’s the motto of the media campaign that Deutsche Telekom created to further build on the Magenta ONE success-story across its seven integrated European markets. Just as Magenta ONE focuses on a holistic household approach, the creative idea behind the campaign stems from everyday family life, conveying a clear human touch. The focus is on the father figure: our #1 dads, in a universally touching way.
"With the "MAGENTA ONE. FOR #1 DADS" campaign we honour the big guy - the man who will do anything for his family –with a twinkle in the eye. In the recent years, brands have been all about the mom – and rightfully so! We thought it was time to shine a light on the other half – the dad. But not just any dad; this campaign celebrates the one who goes the extra mile to keep his family happy," explains Hans-Christian Schwingen, Senior Vice President Group Brand Strategy and Marketing Communications at Deutsche Telekom. Indeed, even if this means that dad is watching his favourite football team from his smartphone -thanks to Magenta ONE- having his teenage daughter on his shoulders at a boy band concert!
In line with the strategy to create the best customer experience based on the Group’s technological leadership, all integrated European subsidiaries rolled-out the Magenta ONE portfolio. This, in the first quarter of 2016, translated in more than one million customers with convergence products. Hence, developing an international campaign, which is relevant to all markets and available across a range of channels -including print, outdoor, TV Commercials and online- makes absolute sense. “Magenta ONE is our convergent hero bundle for the household combining communications, Internet and TV services at home and on the go," emphasizes Attila Keszeg, Senior Vice President, Commercial Excellence Europe and adds: "This campaign will enable us to unleash the full power of Magenta ONE."
The campaign has been launched in Slovakia, Hungary, Montenegro, Macedonia and will continue in further markets over the next months, taking the success story of MagentaONE to the next level across borders!