An elusive target group, a narrow time horizon, ambitious goals, and all this in Europe's largest telco market: flexibility and quick decisions on both sides were required here from the very beginning. The collaboration between the Zurich agency Wirz and the Bonn-based client was correspondingly intensive. There were nine short months between winning the pitch and the product launch.

Gen Z as a Challenge

Marketing experts know only too well that the Gen Z target group is anything but easy to grasp. It is contradictory, diverse, with a high need for security, but also with an urge for self-realization. However, one central insight emerged during the process: Gen Z's status symbols are their experiences. This insight had a decisive influence on the product design.

Relevant differentiation factor

According to Senior Manager and Project Manager "Gönn", Patrick Marscholl, the product can be summed up in a few words: "digital and more than just tariff". The subscription can be upgraded and individualized with monthly deals and offers and brings a real experience factor. Starting with a 9-euro train ticket for the whole of Germany. "This is pure 'Gönn': an invitation that every user can turn into their own personal story according to their own taste," Marscholl continues.

Interdisciplinary project team

Within Deutsche Telekom's predefined Magenta world, the Wirz team worked in close coordination with the customer along the entire value chain and developed not only the product but also the entire branding, design, user experience, interaction design, and social media campaigns for "Gönn". All of this on par with Gen Z. "I am by far the oldest team member," says Torsten Brodt, Senior VP Consumer Segment at Deutsche Telekom. "Wirz has positioned itself smartly here. But Gen Z people have also contributed to the success on our side."

Control product development

Wirz is committed to solving business problems rather than just communication problems. "And this case is yet another successful demonstration of this," says János Heé, Senior Partner Marketing & Innovation at Wirz: "The earlier we are involved in a process, the more we can achieve with our expertise. Starting with the product idea, but already with a view to the rules of the game in communication - that's exactly how we like it."

Vrantwortlich at Deutsche Telekom: Christina Kiehl, Hannah Horz, Ilona Hansen, Inga Marmann, Julian Bretz, Marie Schulte, Natalie Witzmann, Peter Hilger, Patrick Marscholl, Safiullah Barikzey, Roland Schlattmann, Tabea Halbritter, Torsten Brodt, Ufuk Atürk. Responsible at Wirz Group: Adrian Busse, Andrea Müller, Björn Bippus, Céline Bürgler, Cosima Lang, Erasmo Palomba, Jannic Mascello, János Heé, Julia Keller, Luca Böhi, Marleen Diener, Morris Lötscher, Nico Keramaris, Rahel Signer, Ria Meghji, Ruben Wegmann, Sébastien Donzel, Tim Lieberherr, Valentina Petrovic.