‘Telekom is expensive’, was the cemented perception of people that we had to break through at the launch of the new, affordable MagentaMobil family tariffs.

If you are cheaper than people expect, you have to present yourself differently than they expect.

We created a completely surprising comic platform for humorous and entertaining family stories breaking with the previous visual language of Telekom and the entire telecommunications industry.

With three high-reach 360-degree campaigns and a clear product promise, the negative trend in price-performance perception was reversed and mobile phone sales were catapulted to 43% above target.