Page 29 - Internationalist Magazine 2013 66

DIGITAL SOLUTIONS GOLD

Emerson
Electric, It’s

Never Been Done
Before

Digitas
(Multinational)

Emerson, a global

technology and
engineering

company, had
successfully

established its
credibility as a
Deutsche Telekom,
Move On
global solutions

MediaCom (Multinational)
provider. But despite
ground-breaking
With smart phone adoption going up, Deutsche Telekom
faced the tough challenge of becoming the lead actor in innovations, other
companies in its
this story – but differentiation in the mobile category is
notoriously dificult.
ield were seen as the real innovation leaders. Emerson
was seen as “reputable” and “reliable”, but not necessarily

“innovative” and “forward thinking”—attributes it needed
To create such differentiation Deutsche Telekom would to own in order to win in the highly competitive B2B
need to really understand their target audience better
landscape.
than the competition, and offer them communications
that demonstrated this. First, two key insights were
To overcome this, Emerson strove to not just talk about
identiied. 1. Consumers love mobile internet most when
it saves the day. (They would be literally lost without innovation but to show it in action and allow the audience
to experience their remarkable work. Finally, the digital
GPS-enabled maps.) 2. Our target had a common
interest: movies. They wanted to understand how they strategy had to relect Emerson’s global presence. Their
audience is not only spread all over the globe, but they
were made and direct the action themselves. The idea?
also travel globally. Emerson wanted to stay top-of-mind,
Make Deutsche Telekom and mobile internet the star
regardless of where the target was at a given time.
of its own blockbuster movie – and let our audience call

the shots. Deutsche Telecom gave consumers the chance A combination of static, lash, rich media and video
to be co-directors – every day. Partnering with Man on a
ad units were used across desktop, tablet and mobile
Ledge director Asger Leth and Casino Royale actor Mads
Mikkelsen, we created a ilm shot in eight European platforms.

countries.
Ads were strategically placed on sites relevant to their
key audience, and drove trafic back to the corresponding
Consumers selected locations and props, created the
soundtrack, and appeared as extras. Overall, around microsite experience. Otherwise complex stories were
simpliied into a language a broader audience can
100 elements were created or chosen. A backstage
understand, and then visually told that story with a
blog brought the process alive, while PR, paid media sophisticated and eye-catching 3D-animated video. These
and Deutsche Telekom’s wider digital community
videos were placed on many different channels including
communicated location dates and created buzz. Every
message lived on mobile and all participatory tasks ran YouTube, Emerson.com, Emerson’s “It’s Never Been
Done Before” microsite and mobile site, and online ad
seamlessly from any device. To give the blockbuster the
stature it deserved, Deutsche Telekom launched with
units. Placing ads among relevant content that the target
audience was already consuming ensured users wouldn’t
a red carpet premiere. The project not only showcased
Deutsche Telekom’s technological capabilities, but gave come away with a negative, annoyed impression from
the ads. Instead, they were a helpful addition to the
the brand an element of personality — something
information they were already seeking.
consumers would feel compelled to engage with. The
movie generated more than 1 million views on YouTube
Besting their traditional mobile placements, the full-page
in just ive weeks, with television covering an even wider ads on CNN far exceeded industry benchmarks of .21%
area via broadcasts across Europe. Research after the
with an average CTR of .93%.
initial TV promotion showed a total brand uplift beating
targets by 25% and purchase intent increasing 30%.

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