Title	THE STORY OF BOB & LINDA
Brand	TELEKOM
Product/Service	BEST NETWORK
Category	D01. INTEGRATED CAMPAIGN LED BY PR
Entrant Company	DDB GROUP GERMANY Berlin, GERMANY
Advertising Agency	DDB HAMBURG, GERMANY
Media Agency	MEDIACOM Düsseldorf, GERMANY
PR Agency	SCHRODER+SCHOMBS PR Berlin, GERMANY
Production Company	SOUP FILMPRODUKTION Berlin, GERMANY

Name	Company	Position
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 Und Linda Lancaster Carey		Performer
Birgit Damen/Thomas Harig	Soup Filmproduktion Gmbh	Supervisor
Henry Lu	Soup Filmproduktion Gmbh	Direction

The Campaign

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. We told the story in 3 phases: 1. First we introduced the story in a commercial aired in TV and online. 2. After the commercial was shared by million over the internet we brought Bob und Linda to Berlin. Embedded in an event with fans and media another commercial was created, featuring the first tutu--image made in Germany. 3. A third commercial documented how fast the story was shared and featured the first German tutu-exhibition hosted by Bob and Linda. The campaign reached an earned media coverage of 250 million contacts and generated a media value of: 5.700.000 Euro But most important: Millions of people shared the story of Bob and Linda and supported the Tutu-Project. The campaign proofed it’s core-idea again: Things get great when people start sharing.

The Brief

Deutsche Telekom not only provides the best network quality for their clients, they also expand and improve the network currently and develop the newest technological possibilities for the future. The goal of the campaign was to enforce this leadership position of Deutsche Telekom as enabler of online-sharing in Germany, by connecting the brand through the campaign with the power of sharing.

Results

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

Execution

We told and documented the story in three phases, including 3 commercials (aired on TV and online), online- and social media and PR- and event-activities. The first commercial (21.11.-19.12.13) introduced the story. The 2:42 minute long-edit of this commercial was shared worldwide (e.g. 3 million views on YouTube and 3.1 Million on buzzfeed.com). For the second commercial (20.11.13-07.03.14) we brought Bob and Linda to Berlin. The shooting was embedded in an event with fans and media at the Brandenburg Gate featuring the first tutu-image made in Germany. After this the national and international press started to spread the story in on- and offline-media. The third commercial (08.03.-03.04.14) documented how fast the story spread through the network and the media and the impact for the Tutu-Project after the first two TVCs. After the shooting Bob and Linda to Berlin hosted their first German Tutu-Exhibition in Berlin – sponsored by Deutsche Telekom.

The Situation

Today we share everything over the internet and of course a lot of ordinary things. But when people start sharing the valuable stuff certainly a new power arises –the beautiful power of sharing. We wanted to prove the power of online-sharing and encourage people to share the right stuff over the internet Because: Things get great, when people start sharing.

The Strategy

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.