FC Bayern München + Telekom - Gemeinsam gegen Hass im Netz
Winner
Excellence in Brand Strategy and Creation
Branded CSR Activities – Social
Details
Based on Telekom's "Against Hate Speech" initiative, a campaign extension was realised through the FC Bayern Munich partnership. A clip was produced in which three FCB players read out real hate posts. The credibility of the content triggered the desired level of concern among recipients. The bold release by both companies paid off, as the KPIs achieved prove. The clip was played on TV and via social media and is still "talk of the town".
The Jury‘s Statement
Clear positioning, strong case: The "Together against hate on the Internet" campaign, which Mataracan implemented for Deutsche Telekom in partnership with FC Bayern Munich, impresses with its holistic approach - from colour to openness and transparency to tonality. It makes an important contribution to social responsibility and thus strengthens Deutsche Telekom's brand image. Absolutely credible and genuine, and thanks to the protagonists also touching and emotional.
