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Alexia Sailer

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T-Systems starts digitization campaign

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  • New advertising campaign focuses on "T”
  • New Brand Claim "Let's power higher performance"
  • Website and image film rely on storytelling
Digital written without a T

DIGI AL without a T? Doesn’t work properly!

Everything is new: advertising campaign, brand claim, website, image film. The Deutsche Telekom subsidiary T-Systems starts the autumn with a repositioning of the brand. And by investing in the brand, it makes it clear that T-Systems has great impact. From October 9, the new motifs and the brand claim can be seen in print ads, on selected advertising spaces at airports, as well as online. Always the focus: the (left out) “T”.

No digitization without “T”

The idea behind the campaign motifs is simple: something is missing without the T. Central terms in the digital transformation of any company such as "Connectivity", "Digital", "Cloud & Infrastructure" or "Security" are initially shown without the “T”. The message: Connectivity, digitalization, the cloud, security only work with the “T”. "Those who rely on the “T”-partnership get competence in all the important pillars of digitization. We are sharpening our holistic view of information technology and telecommunications: we are not just looking at individual parts, but at all of our clients' systems and processes," says Chief Marketing Officer and Senior Vice President Katharyn White.

New claim promises to roll up sleeves together

T-Systems also wants the new positioning to be understood as holistic: Let's power higher performance is the new claim. It stands for a joint approach of the company with and for the client and together with partners. It also stands for the will to constantly improve. Under the hashtag #letspowerhigherperformance, T-Systems wants to engage in dialogue with its target group of entrepreneurs, experts and IT decision-makers via social media.

Website and image film rely on storytelling

The central component of the brand relaunch is the new T-Systems website. This is also home to the company's new image film - a port scene in which huge containers are stacked to fit perfectly, and T-Systems' four areas of expertise finally form a huge magenta T in the middle of the container walls. The company is committed to telling our client’s success stories – also on its new website. "Facts and figures - of course, we have to deliver them. But we associate them with stories that appeal to our customers," says Katharyn White, explaining the idea behind the website.

In the coming months, the campaign motifs can be seen in business and IT media, in social networks, on the Cologne-Bonn and Frankfurt airports and online. Lead agency is Saatchi + Saatchi Duesseldorf, media agency is Mindshare Frankfurt.

About Deutsche Telekom: Deutsche Telekom at a glance
About T-Systems: T-Systems at a glance

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