Deutsche Telekom: Wi-Fi Dogs

This case study describes how Deutsche Telekom, a German telecoms company, changed customer behaviour and increased sales with the help of a humorous 'mockumentary'.

Deutsche Telekom: Wi-Fi Dogs

Agency: DDB Germany

Objectives

Deutsche Telekom's data roaming pass "Travel & Surf" is a safe way of surfing the net while on vacation. Users can choose their favoured data package before or during holidays and then use it in over 100 countries worldwide1.

However, having in mind that in the past data roaming created tremendous phone bills, people have a deeply embedded fear of turning on data roaming during a stay abroad. While actually the costs for data roaming across the EU were cut by up to 91% between 2008 and 20142,...

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