Telekom – High-quality B2B leads, 9x cheaper than the competition, and 1 Silber Effie Award.

Summary

Telekom used a multimedia campaign to position itself as a leading provider of home office solutions and was able to generate high-quality B2B leads at a CPA 9x better than the competition thanks to an excellent strategy.

Client's business goal

The pandemic has made working from home increasingly important - but often the conditions are not ideal.

As a pioneer for digitization in Germany, Deutsche Telekom's business customer division set itself the goal of changing exactly that. "Working at home, just like in the office" — became the campaign's guiding principle.

To achieve the goal, Telekom first had to position itself as the leading provider of home office solutions. Building on this, partner products from Microsoft, Lenovo, Apple & Cisco were to find their way into homes.

Our solution approach

In close cooperation with Telekom, we developed a campaign on Facebook, Instagram, LinkedIn and YouTube that combined several goals and harmonized excellently with the TV commercials.

Stromberg star Christoph-Maria Herbst was cast as a credible and authentic testimonial. With a lot of humor, typical home office problems were addressed and the qualified B2B target group was offered a suitable solution for their problems at the same time.

Machine learning based on the results enabled the target group to be further pre-qualified. This enabled Telekom to use its acquisition budget even more cost-effectively in subsequent measures.

In addition to classic sales campaigns for partner products (MacBook, Surface, etc.), we focused primarily on personal consulting - digitally and on-site, through in-store traffic.

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