Telekom - Unlimited Playlist
Campaign: Unlimited Playlist
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
To boost consideration for Telekom’s Unlimited 4G net offers for mobile,
we relied on a YouTube-led demonstration, since YouTube is the number #1 app Romanians use the most,
and the biggest enemy of their data plan.
Strategy:
To get people to experience the need for unlimited net, we started from a YouTube-specific insight:
despite being a video platform, Romanians go to Youtube to listen to music.
This led us to create the UNLIMITED PLAYLIST on YouTube: the 1st collaborative playlist and longest branded playlist ever on YouTube - created by people & celebrities putting together all the songs that are meaningful to them.
Results:
Campaign delivered outstanding brand and business results.