Over 50,000 Romanians were connected by the latest technologies provided by Telekom Romania in the most interactive show ever done in Romania. Bucharest (30,000 participants), Cluj and Iasi (10,000 participants each) were connected through live transmissions in real time in order to create the most interactive show across the country. The show was controlled by consumers using the HAI! Application (available in Play Store and App Store), as the digital enabler of shared experiences. The application registered more than 25,000 downloads and connected the participants to the key moments of the show:
the first live karaoke simultaneously in 3 cities - with more than 50,000 voices from three cities singing together;
live voting of songs – participants were empowered to choose what the next song would be on the stage;
the biggest live social media wall – all pictures uploaded on social media with the hashtag #fanmagenta were broadcasted in real time at the event on huge social media wall;
“Turn on the magenta” moment – participants simultaneously pushed the button in the application which activated an impressive lights and laser show, followed by spectacular fireworks.
The show included almost all of the best music performers in Romania, such as Inna, Loredana, Antonia and Smiley (Bucharest), Horia Brenciu (Cluj-Napoca) or 3SudEst (Iasi).
The new common Facebook page fb.com/telekom.romania registered a reach close to 5 million users, with a total number of impressions amounting to over 10 million in the week preceding the rebranding. Almost 200,000 unique users visited the website of the event (www.fanmagenta.ro) in less than three weeks.
The launch of the new brand was communicated in partnership with GMP Advertising (marketing communication and consumer launch events), V+O Communication (corporate communication, corporate launch events and internal communication), Bakers Digital Communication (social media), Media Investment (media services) and Webstyler (digital). The concept for the launching campaign was created by GMP Advertising.
On September 13th, Telekom Romania entered the market with a one-stop-shop philosophy and an innovative commercial concept. Customers can enjoy the new Telekom brand experience and commercial offers via integrated fixed and mobile shops, a unified call-centre, one new website - www.telekom.ro - or via one social media presence.
About Telekom Romania
Telekom Romania is a new and dynamic telecommunication brand, offering complete, innovative, simplified and customized mobile and fixed communication services for a vast customers’ community, using approximately 10 million services.
Through the two operators, Telekom Romania Communications and Telekom Romania Mobile Communications, Telekom Romania provides a complete range of telecommunication services, for a full and rewarding customer experience: 3G and 4G mobile voice and mobile data services, traditional fixed telephony, high speed internet and television on multiple technologies, including IPTV, as well as high quality content and exclusivities in order to complete the entertainment experience. For business customers, the new brand is the promise for delivering turn-key IT&C solutions which support companies becoming more competitive and agile.
Telekom Romania brand is present on the Romanian market since 2014, after the joint rebranding of Romtelecom and COSMOTE Romania.
Telekom Romania is a brand pertaining to Deutsche Telekom, one of the world’s leading integrated telecommunications companies with over 142 million mobile customers, 31 million fixed-network lines and more than 17 million broadband lines (as of December 31, 2013). The Group provides fixed network, mobile communications, Internet and IPTV products and services for consumers and ICT solutions for business customers and corporate customers. Deutsche Telekom is present in around 50 countries and has approximately 229,000 employees worldwide. The Group generated revenues of EUR 60.1 billion in the 2013 financial year - more than half of it outside Germany.
