TBWA\Zurich launches Mtel on the German market
In the current launch campaign for the telecommunications brand Mtel Germany, TBWA\Zürich is relying on plenty of emotion and a single word.
Mtel Deutschland is an offshoot of the Telekom Srbija Group, which now wants to conquer the German mobile communications market with the Mtel brand after Austria and Switzerland.
Standing out in the competitive German telco market is not easy. You have to come up with something big - or not. For the first brand image launch of the telco brand Mtel, TBWA\Zürich designed a new brand platform including a launch campaign based around the most frequently used filler word when making phone calls: "Eeeehm."
Everyone knows the feeling of not having an answer ready straight away. This moment of hesitation is usually filled with an "eeeehm". And thanks to Mtel's flat rates, everyone can now afford this hesitation on the phone, according to the message.
Under the new claim "All the time for your world", the campaign dramatizes precisely this advantage by means of many "eeeehms" in various situations. The campaign uses the "eeeehm" not only as a delay sound, but also as audio branding for the first letter of the brand name to make the still unknown telco provider Mtel known in a memorable way.
The centerpiece of the campaign is a film for which the agency was able to engage British director Dan French. Internationally known for fast-paced transitions and rather fictional stories, he and the agency struck a calmer and more emotional narrative tone without sacrificing a contemporary production. The film is flanked by a (D)OOH wave, media-coordinated with the Mtel stores in Germany, numerous digital measures and social media as well as the sponsorship of VFL Bochum.
Winning the account from Mtel is a very special one for TBWA\Zürich, as the agency announces. Because it means advertising for the German market.
Responsible at Mtel: Bojan Tomić (Marketing Manager & Project Leader). Responsible at Telekom Srbija: Miloš Dukić (Head of Marketing Communications unit), Miloš Kukurić (Marketing Communications Manager). Responsible at TBWA\ Zurich: Manuel Wenzel, Sabrina Brandenburger and Mark Taylor, Bettina Klossner, Jan Krohn, Carla Hauser (creation), Chynchia Fabeck, Daphne Weingartner (consulting), Lukas Diem, Julia Lenauer (strategy). Responsible at Biggie: Gerrit Holz, Silvana Imperiali, Lennert Nilles, Taulant Ramadani, Zbynek Zapletal. ProductionSimon & Paul (Producer), Simon Fessler (Executive Producer), Fabian Weigt (Producer), Dan French (Director), Vibe Audio (Music).
