#DrivingT5G – die 5G Influencer Challenge
Gold
Excellence in Brand Strategy and Creation
Brand Communication – Influencer Marketing
Details
Our campaign aims to anchor the competitive advantages of 5G and Deutsche Telekom's innovative strength in people's minds. Through the use case of teleoperated driving, we illustrate the performance capabilities and give 5G an emotional dimension. Our goals: Engagement and awareness, especially among the young Gen-Z target group. That's why we integrated 2 influencers, Felix von der Laden and Lisa Yasmin, as protagonists in our campaign, who took part in a driving duel.
The Jury‘s Statement
Everyone is talking about 5G. To make the possibilities of mobile communications technology tangible and position Deutsche Telekom as a driving innovator at the same time, two well-known young influencers were invited to take part in a remote-controlled driving duel. While one of them manoeuvred the vehicle through a course as quickly as possible by remote control, the other sat in the vehicle and filmed the journey from his point of view. They then switched. The resulting video content was so exciting, captivating and full of energy that it received a lot of positive attention on social media (TikTok, YouTube and Instagram), and thus in the targeted Gen Z, and generated a high level of engagement. The future of mobility is autonomous and digitally connected, and this cool challenge showed in an entertaining way that with 5G, this future is not too far away.
