Tadaaam Show by Telekom Romania

2. CONTEXT
 TELEKOM ROMANIA positioned itself as a premium leader after the
2014 rebranding.
X But since then, TELEKOM wanted more: to be cool, as to appeal to
youngsters.

3. CHALLENGES
2000MB1500MINUTEINTENATIONALECA
TREMOBILNELIMITATMINUTESISMSURII
NTELEKOM3000MINUTENATIONALE700
SMSNATIONALESI8000MINUTEINTERNA
TIONALECATREFIX

4. CHALLENGES
WE ARE A BIG BRAND AND WE
WANT TO ACT AS ABIG BRAND!

5. CHALLENGES
GO BUTALSOAGAINST
http://
WITH OFFLINE EVENTS.

6. CHALLENGES
NEW

7. ONTHEOTHERHAND
 Romanian youngsters are extremely picky
 They look up to international content creators (PewDiePie, Seananners, VanossGaming,
H2O Delirious etc.)
 Even local hits are adaptations of international formats (=3)
 Services have very low involvement, they are considered commodity

8. BIGQUESTIONS
Howdo you appeal to the young?
(PS:notus)

9. 6 million
5 million
15 million10 million
2 million 40 million

10. ISSUE
How to break the clutter and transform Telekom (and mainlytheTelekom prepaid product) into a cool brand for
youngaudiences.

11. THEIDEA
Themost complex and integrated long term content marketingbrand initiative for youngaudiences.

12. THEIDEA

13. HOWITWORKS
 A YouTubeshow with weekly videos created along the Telekom promise – “Experiente Impreuna”
 A newvideo every Wednesday
 Additional pieces of content in the rest of the week

14. THEEXECUTION
Andone extremely memorable character.

15. THEEXECUTION

16. THEEXECUTION

17. THEEXECUTION

18. TADAAAM is:
A local content initiative about experiences worth sharing

19. TADAAAM is:
A way to draw in younger audiences

20. TADAAAM is:
A way to eventually market directly through adigital product

21. But for now:
TADAAAM is a vlog that showcases real life experiences that you can (and should) share with
your friends.
It’s about reminding ourselves that the best “viral video” is life.

22. RESULTS

23. 1.6 MILLION YouTubeviews
(50%)

24. 350.000+ of which came from “Suggested Videos”.
Another 390.000+ views came from browse features.

25. 29.000 subscribers
(#1 brand channel in RO)
(recently insisted on“subscribe”CTA)

26. 24.500likes/717dislikes(in YouTube)
48%mobile viewers, 52%desktop viewers

27. Organic contests reached up to 5.500 comments in 2 days.

28. 250.000 unique users engaged
(25%)

29. Only 8% was predicted.
20%users activated the Giga Weekend option.

30. And all of this just 12 episodes in.

31. Brand/Show integration accepted by users

33. Andit’snotonlyonline

34. TVCampaign
TV (weekend): https://www.youtube.com/watch?v=OEbfH_kpm6Y
TV (Monday): https://www.youtube.com/watch?v=wd2h8Tuk1o0

35. Future
• Refine the product
• Introduce technological experiences
• Expand to various platforms
• Test, test, test
• Have fun

36. Thankyou!