Case Study: Deutsche Telekom achieves lightning-fast product launch and strong lifts in ad recall, message association and product interest with Facebook

Deutsche Telekom - Customer Case Study

Deutsche Telekom, a leading integrated communications company, launched a world‑first hybrid router that combines DSL and LTE to dramatically increase home broadband speeds. For the product rollout it needed an eye‑catching launch that explained the benefits and drove customers through the full funnel from awareness to purchase—only in areas where the product could actually deliver improved speeds.

Working with Mediacom and Facebook, the team geo‑targeted postal codes with LTE coverage and sub‑16 Mbps DSL, ran custom 10‑second “blown away” video ads in Mobile News Feed, and remarketed viewers who engaged with the videos. The six‑week campaign exceeded KPIs and became a company benchmark, delivering +7 points ad recall, +9 points message association (Nielsen: ahead of 98% of telco campaigns), and +7 points product interest among 35–44‑year‑olds.

Deutsche Telekom

Michael Schuld

SVP Communication & Sales Marketing