This full-funnel content strategy increased T-Mobile's brand awareness, brand preference and consideration

Since the corona pandemic outbreak, we have been home more than ever. By necessity, we had to work from home and started gaming, streaming and binging more and more. To make the most of our time at home, it was more important than ever to have secure and reliable Internet there.

Touch, Tell, Sell strategy

To increase brand awareness, brand preference and consideration for T-Mobile's 'Home Proposition', DPG Media's Brandstudio, developed the campaign: 'Welcome Home'. A Touch, Tell, Sell strategy full of qualitative content that had to inspire Dutch households to get more out of their time at home, steering them towards T-Mobile's online webshops. 

Online video series 'Get more out of your home!'

The heart of the campaign was the three-part online video series: "Get more out of your home!", in which radio DJ Mattie Valk visited people's homes who really get the most out of their internet. Because DPG Media knows exactly where and how T-Mobile's target audience orientates on purchases, they were able to show the stories to the right audience in the most targeted way possible. And that was reflected in the results.

Impressive results

The video series scored well on clarity, recognition and credibility: 

• Touch: A viewability of 70% with an average CTR of 0.5%.

• Tell: An average time on site of 1:20 min.

• Sell: 23% took action after seeing the campaign and 10% still plan to do so.

A happy customer

Both T-Mobile and DPG Media look back on a very successful campaign, in which relevant, qualitative cross-media content and deployment within the right umfeld made the difference. The success and especially the pleasant cooperation have already resulted in the partnership being extended.