Deutsche Telekom
New product instead of a new campaign
With “GÖNN,” Deutsche Telekom strikes a chord with young people – instead of just trying to convince them, we create desire through a new product that puts their needs front and center.
The Challenge
By 2025, Generation Z will have generated around 30% of Germany’s gross income, making it the largest consumer group. So how can Deutsche Telekom grow in the youth market, with its millions of young people?
The Benefits
To tap into the Gen Z market, what was needed wasn’t a new campaign for the existing offering, but a new product that meets the needs of the target audience. The true wealth of Generation Z lies in memories of great experiences—so enough with the standard mobile plans, and make way for “GÖNN,” the plan that offers more.
Growth Discovery Program
Products included: Area Explorer, Community Identifier, Product Innovator, Go-to-Market Orchestrator, Creative Breakthrough, Social Media Refiner & Lean Machine
Drop me a line—I’d be happy to reach out personally for an initial conversation.
Nico Keramaris
Managing Director Marketing Innovation
Working across the entire value chain, we developed the complete brand design, the UX & UI of the new app and landing page, as well as the launch campaign for “GÖNN.” And all of this in just nine months. Through a holistic approach, from conception to implementation, we created a product that has captivated the target market.
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Visits to the GÖNN landing page after just 8 weeks
Mio.
Organic views on TikTok with > 22k likes within the first 2 months
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App downloads and 1,000 new subscriptions after 4 weeks
