- Deutsche Telekom and director Bora Dagtekin send the Heins family on a field trip
- Comprehensive edutising package under www.telekom.de/mobiler-start
- 1 year of MagentaEINS = 1 year with the Heins family
"EINS für den Start"" – Under this slogan ("ONE to start with"), Deutsche Telekom is launching its new high-reach communication campaign on opening day of the IFA consumer electronics show in Berlin (September 4-9). With two new starter rate plans, the company is taking another step on the road to being a telecommunications provider for the whole family by providing a wide range of advantages especially for parents whose children are entering the world of mobile communications for the first time.
Deutsche Telekom is accompanying the launch of "EINS für den Start" with a comprehensive edutising package under www.telekom.de/mobiler-start: it contains guidelines for the responsible use of mobile phones and answers questions and provides assistance with the consumption of digital media. Parents and their children can take a "smartphone driving license" test, for example, and put their own knowledge about the responsible use of mobile phones and digital media to the test in a playful way. The well-known German bloggers Sami Slimani and Bibi guide visitors through the tutorial and provide entertaining tips and suggestions. In addition, Deutsche Telekom has teamed with the Teachtoday initiative to offer assistance to parents and educators in teaching children and young people about the responsible use of modern communication media (www.teachtoday.de).
Celebrating one year with the Heins family
The trans-media family series centered on the Heins family started at the IFA opening one year ago. Since then, a new episode has debuted every four to six weeks, each focusing on a different use case for Magenta EINS. "MagentaEINS and the Heins family have both become true success stories for us. Brand recognition for MagentaEINS has already reached 74 percent – and the number continues to climb," says Michael Schuld, Head of Communications & Sales Marketing at Telekom Deutschland.
Philipp Friedel, Head of Market Communication at Telekom Deutschland, confirms this success with facts and figures: "With the Heins family, we have created an advertising format that is both novel and successful. We have reached more than 15 million users and recorded over 300,000 interactions through our online activities with the Heins family alone. With 1.6 million views, Episode 9 – Clara's Casting – took the top spot on the YouTube advertisement charts in May."
The Heins family takes a field trip
In the tenth TV ad, "Field Trip," featuring the Heins family, son Anton (Matthis Schmidt-Foß) and mom Steffi (Franziska Schlattner) go on a school field trip. The new episode was directed by Bora Dagtekin, whose 2013 film "Fack ju Göhte" is the most popular German feature-length comedy of all time. The new TV ad featuring the Heins family will debut on all high-reach TV stations, print formats, online channels and POS on September 4. The full campaign was preceded by extensive teaser activities and an out-of-home production in Berlin in the run-up to the IFA. The latest TV ad featuring the tales of the Heins family, along with all previous episodes, is available online under www.t-online.de/familie-heins.
Credits
- Concept: DDB, Hamburg
- Production: Markenfilm Crossing, Hamburg
- Director: Bora Dagtekin
- Script author: Johannes Boss
- Media: Mediacom, Düsseldorf
- Public Relations: Schröder+Schömbs PR, Berlin
Further information about the campaign: www.t-online.de/familie-heins
Visit Deutsche Telekom's stand in hall 21 a at the IFA trade show in Berlin from September 4-9 for a live experience of our products and services. Deutsche Telekom's entire presence at the trade fair is carbon-neutral: All CO2 emissions generated in setting up and operating the stand are offset fully by CO2 reduction projects abroad.
About Deutsche Telekom
Deutsche Telekom is one of the world's leading integrated telecommunications companies with around 151 million mobile customers, 30 million fixed-network lines and more than 17 million broadband lines (as of December 31, 2014). The Group provides fixed-network, mobile communications, Internet and IPTV products and services for consumers, and ICT solutions for business customers and corporate customers. Deutsche Telekom is present in more than 50 countries and has approximately 228,000 employees worldwide. The Group generated revenues of 62.7 billion euros in the 2014 financial year – more than 60 percent of it outside Germany.