Telekom - NEABONAMENTUL (The Unsubscription)
Information
Campaign: The Unsubscription
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/Objectives
Strategy
Results
Background/objectives:
Turn contract freedom feature into an engine for business growth
that would convince competitive users to switch to Telekom’s Postpaid plan.
Strategy:
Our strategy was to reframe Telekom’s new Postpaid plan as a new telco category: “NEABONAMENTUL”.
We positioned the new offer as a new product that transcends all telco category downsides
by freeing up people of all constraints.
A new type of Postpaid plan that addressed the needs & pain points of both Postpaid and Prepaid targets.
Results:
Campaign delivered outstanding business and brand results.
TV
Radio
Digital
OOH
