| Title | THE STORY OF BOB & LINDA |
| Brand | TELEKOM |
| Product/Service | BEST NETWORK |
| Category |
E01. SOCIAL VIDEO |
|
Entrant Company
|
DDB HAMBURG, GERMANY
|
|
Advertising Agency
|
DDB HAMBURG, GERMANY
|
|
Media Agency
|
MEDIACOM Düsseldorf, GERMANY
|
|
Production Company
|
SOUP FILMPRODUKTION Berlin, GERMANY
|
Credits
| Hans/Christian Schwingen Dtag) |
DTAG |
Senior Vice President Group Brand Strategy And Marketing Communications |
| Philipp Friedel |
Deutsche Telekom |
Bereichsleiter Market Communications |
| Eric Schöffler |
DDB Group Gmbh |
Chief Creative Officer |
| Sven Klohk |
DDB Hamburg Gmbh |
Managing Director Creative |
| Simon Huke |
DDB Hamburg Gmbh |
Art Direction |
| Peter Regnery |
DDB Hamburg Gmbh |
Text |
| Henning Falk |
DDB Hamburg Gmbh |
Client Servicer Director |
| Katrin Spiegel |
DDB Hamburg Gmbh |
Account Director |
| Stefan Sindram |
DDB Hamburg Gmbh |
Strategic Planning |
| Meike Van Meegen |
DDB Hamburg Gmbh |
Agency Tv Producer |
| Kimberly Bianchi |
DDB Hamburg Gmbh |
Art Buyer |
| Damaris Beese |
DDB Hamburg Gmbh |
Idea |
| Keith Kenniff |
|
Composer |
| Stephan Fruth/Birgit Damen |
Soup Filmproduktion Gmbh |
Production Director |
| Bob And Linda Lancaster Carey |
|
Performer |
| Birgit Damen/Thomas Harig |
Soup Filmproduktion Gmbh |
Supervisor |
| Henry Lu |
Soup Filmproduktion Gmbh |
Direction |
Creative Execution
We told the story in three phases, including 3 commercials, online- , social-media, PR- and event-activities.
1. We introduced the story in a commercial in TV and online. The long-edit of this commercial was shared worldwide.
2. Then we brought Bob und Linda to Berlin. Embedded in an event with fans and media another commercial was created, featuring the first German tutu--image.
Then the international press spread the story on- and offline.
3. A third commercial documented how fast the story was shared. After the shooting Bob and Linda hosted the first German Tutu-Exhibition in Berlin – sponsored by Telekom.
Output/Awareness:
Buzzfeed 3.1 million views –within one week
PR reports in Print, TV and Online reach 250 million contacts and a earned media value of 5.7 million Euro
10.000 scores in blogs and forums
440.000 views on the Telekom.de Landing page
1305 print reports, 478 online reports and 41 TV and radio reports
3 million views on YouTube
2500 visitors at the Tutu-Exhibition
Knowledge/Consideration:
About 100.000 new Facebook-Fans
10% more followers on Telekom Twitter-Account
Virality stays high – positive level of discussion during the campaign
Positive tenor is spread through the users
99% positive tenor is spread through the users
A campaign to proof the power of online-sharing and to enforce the leadership position of Deutsche Telekom as provider of the best network in Germany. The core-idea of the campaign:
Things get great when people start sharing.
And how better to proof this insight, then with a real story that was shared and got great over the internet.
The story of Linda and Bob.
A photographer who portraits himself only wearing a pink tutu to make his wife smile after she was diagnosed with cancer. And the pictures also helped other patients and were shared over the network. The idea to support breast cancer patients with Bob’s pictures was born and Bob and Linda founded the Carey-Foundation.