- Pan-European media campaign supporting Deutsche Telekom Group’s strategy for becoming leading telecommunications provider in Europe;
- The central message of the campaign is that technology connects people and markets across borders;
- The symbols chosen to represent Romania are the Romanian Athenaeum and the Anghel Saligny Bridge.
Telekom Romania launches a media campaign under the motto “We connect people in Europe!”. Thus, Romania joins other 11 countries in which Deutsche Telekom runs a Pan – European integrated campaign, aligned with the Group’s overall strategy for becoming the leading Telco in Europe as well as with Telekom’s local strategy for becoming the number one integrated operator.
“By 2018, we want to become the leading European telecommunications provider. That’s why we are investing in modern network technologies and a cross-border infrastructure in Europe. Together with our NatCos, we strive to offer our customers the best network quality, products and services and capture business synergies efficiently,” says Claudia Nemat, Board Member for Europe and Technology at Deutsche Telekom. “The Group intends to invest more than six billion euros in the expansion of its European networks by 2018, complete the migration of customer lines to all-IP and offer even more cloud-based products across borders”, added Claudia Nemat.
“Romania, as the third market for Deutsche Telekom in Europe population-wise (after Germany and Poland), is one of the most relevant contributors to the Group’s objectives. Our strategy is fully aligned with the one of Deutsche Telekom: provide Romanian customers reliable and top quality services and products, boost fix-mobile convergence and be the Romanians’ preferred integrated telecom operator. In 2015, we will invest over 160 million Euros to the further roll-out of our network, to ensure technological leadership. Basically, in 2015, every meter of monetized old technology, such as copper, will be transformed into a new, modern one, such as FTTH”, stated Nikolai Beckers, CEO of the Telekom Romania operations.
Technologies are connecting people, businesses and markets across borders
With this international media campaign, Deutsche Telekom group wishes to highlight that technology is a “bridge”, bringing together people, companies and markets. The central visual element is the magenta “T”, representing a connection between the countries. Each country in which Telekom is present is represented by a national landmark, with the “T” is incorporated graphically. Romania is represented by the Romanian Athenaeum and the Anghel Saligny Bridge.
The other national symbols are the Prague Castle (Czech Republic), the Krakow Cloth Hall (Poland), Heroes’ Square in Budapest (Hungary), the Brandenburg Gate in Berlin (Germany), the Pula Arena (Croatia), the Charles Bridge in the Czech Republic (Prague), the Europabrücke/Europe Bridge in Austria (Brenner Pass), the Chain Bridge in Hungary (Budapest), the “Blue Wonder” in Germany (Dresden) and the New Bridge in Slovakia (Bratislava). The TV advertisement is aligned with this creative concept, bringing together famous buildings and landmarks through complex computer animation.
The campaign was launched in May, in Germany, and a few days later in Macedonia and Montenegro. The campaigns for Poland, Czech Republic, Hungary, Croatia, Netherlands, Austria, Slovakia, Romania and Albania are implemented June and July.
“We connect people in Europe” was launched in all countries with a 45-second spot on high-reach TV stations and large-format print advertisements. The campaign micro-website will also support the comprehensive communication activities with all important information about Deutsche Telekom’s strategy for Europe.