- Digital participation and equal opportunities in the spotlight
- Deutsche Telekom offers manifold ways to access the possibilities of digitalization
- #DABEI campaign launches March 1, 2019
#DABEI (take part) is the central message of Deutsche Telekom's brand-new campaign to increase digital participation. Everyone should have a stake in the possibilities of digitalization. Nobody should be left behind or excluded. Deutsche Telekom wants to take everyone into the digital society. Participation for all is a huge aspiration for the Company.
According to the latest D21-Digital-Index study, some 13 million people in Germany are in digital no man's land. They feel overwhelmed and even left behind by the pace of digitalization. Deutsche Telekom sees it as its responsibility to give everyone the opportunity to have a stake in the increasingly "smart" society. The Company already offers access to the possibilities of digitalization in the form of its networks and extensive investments.
To underline the importance of its aspiration, Deutsche Telekom is launching a new campaign called #DABEI on March 1, 2019. "#DABEI establishes a longer-term communication framework in our action areas that identifies participation as a central goal," says Christian Hahn, Deutsche Telekom's Head of Strategy, Marketing Communications, and Media. "The campaign will place a strong emphasis on our promise. Everyone should have a stake in the possibilities of digitalization. To truly experience that ‘life is for sharing’, you have first to take part."
The fast-cut, emotional TV commercial shows a range of people in different everyday situations. It homes in on their feelings and affections. It's about community. And participation. The campaign's leitmotif creates a content-related and communicative framework for customer offerings. "We enable people to have a stake in the digital world via our products and services. And the best network is the basis," says Michael Schuld, Head of Communications and Sales Marketing at Telekom Deutschland.
Over the course of the year, special offerings will be advertised that open up access to the digital world. And that keep the #DABEI promise. Ads, online and social media activities, as well as external digital advertising will attract further attention.
Credits for the Deutsche Telekom #DABEI campaign
Creation: Serviceplan Campaign Hamburg, and DDB Hamburg
TV production: Tony Petersen Film, Hamburg
Director: Bode Brodmüller
Media: Mindshare, Frankfurt
Music: 2WEI Music, Hamburg
About Deutsche Telekom: Company profile