How Deutsche Telekom built a real connection with Gen Z
Deutsche Telekom knew that Gen Z were the most price sensitive and least loyal age segment in the telco category. So they created a way to establish a meaningful, lasting connection with them.
Context
In the telco industry, young people are the most fickle customers. They are more price sensitive than older consumers, and often jump between different providers. DT wanted to build a real connection with them to win their business for the future.
Objectives
- Increase the number of phone contract renewals and sign-ups from Gen Z customers
- Increase perceptions that "DT understands me" amongst Gen Z
Strategy
To kick off the creative platform, DT identified a significant pain-point for Gen Z: everyone older than them thinks they spend all of their time on their phones. It's a bitter insult, when Gen Z pursue many of their hobbies online, and do incredible things on their phones. As a telecom network, DT saw this as an opportunity to build a bridge.
Campaign
DT gathered 6 Gen Z rising stars, from activists to future politicians to entrepreneurs, and demonstrated how their obsession and talent with tech was changing the world. In a spot fronted by Gen Z mega-voice Billie Eilish, the brand created a hero TV asset, and targeted Gen Zers with 6 cutdowns across social media.
Results
The campaign earned DT a 17.7% awareness uplift amongst Gen Z, and a consideration uplift of 10.9%.
Extension
"What We Do Next" was the start of an ongoing creative push by DT to support Gen Z. Future campaigns included work with NFTs rewarding young people who were impacting their communities positively, and an entire festival dedicated to demonstrating that Gen Z are under the biggest pressures of any generation to succeed.