Goals Telekom wants to reach and support young people. With the campaign Telekom helps reach their destination and offers security by providing internet. The InterRail tickets will be available for young people who reach the age of 18. The tickets make it possible for them to get to 30 countries in Europe for free in period of one month. Telekom supports initiative by providing a gift data package for those who get special travel gift. With an YouTube influencer competition, we would reach the audience organically and involve them in the campaign. After competition Telekom would announce a special free data package for every people who would travel with the inter rail gift ticket with a promotion campaign. The goal is to reach young people, and grow the image of Telekom. The main message is that Telekom connects people during their travel, and offers security by offering internet during their travel.

Generation Z Challenges Insight Who are they? Born in the mid 90’s Are the children of Generation X Raised i n a technological age Digital native Spending the most of their time online Daily use of social media Influencer focus Daily interaction with YouTube vloggers Following the actual trends, dictated by social influencers Passion to Discover… New people New cultures New places The world Difficulty with targeting in many digital medium. Avoids ads. Use ad blocker. Skips content . Want story from brands. Need for involvement. FOMO Need to be culturally connected, avoiding the fear of missing out.

Action plan What do we want to achieve? How do we want to achive this? Increase the brand image of Telekom with influencers and supporting mediums , which have the greatest effect on this generation. How do we want to achive this? By including vloggers in the campaign who: has a medium range (50-100K) follower bse has videos with growing reach have steady flow of content are credible in the eye of their followers Supporting young travelers with a data package during their special travel time abroad.

Road Map Winning influencers and voters announced. Planning Contacting influencers Setting up the vote page Influencer campaign begins Vote ends Campaign ends Promotion Influencers post videos about the vote. People start voting. Promotion starts for the gift data package targeting the Z generation and parents

Collection of influencers Collecting channels We would collect YouTube channels from different categories that are the most popular among young viewers. Overlap checking We check for overlap between channels using their viewers ID looking for the smallest overlap. Overlap checking Finally we choose the top 50 influencers who are best fits for criterias of the campaign. Analysis We evaluate them by metrics such as activity, view numbers, populatity, in every social media channel where they are available. Maxima We make sure that we won’t use infuencers with same viewers and maximize our reach by this.

Our Solutions Creating a competition for influencers which involves their fans in a teaser campaign period. After the competition Telekom announces that everybody won a free data package for their special travel. We would start a vote on a Telekom microsite to get the 15 YouTuber who can travel with InterRail in Europe sponsored by Telekom. The vloggers would create a vote for me video which will be published on their channels. After the voting period, Telekom announces a gift data package for every travellers who are valid for the Inter rail coupon issued by the EU, in different channels. Participating fans will also get a change to win a travel for couple in Europe with free inter rail travel, accomodation and data abroad.

Remarketing from the vote page Promotion Period Z Generation The use of music Users of the free service get ad spots between music. Special Telekom Travel playlist having travel hits, curated by Spotify. Co-promotion Remarketing from the vote page Secondary school students spend a lot of time in Fast food restaurants. The most popular choice for students is McDonalds. Promotion for the Telekom gift data package using soft drink cups. The voters of the influencer vote page will be retargeted using several platforms such as YouTube, Facebook, Instagram, and Google Display.. The brand message with the infuencer video can be targeted at the relevant users.

Promotion Period Parents Social Media TV Native news Radio We would target parents with secondary school students on social media. TV Communication on channels that are interesting for the parents of secondary school students. Native news Partnering with news sites, we would put remarketing codes in reports regarding new gift coupons. Readers of these news will be remarketed in different digital display channels. Radio Having radio spots, in the hours when parents usually take their children to school.