Deutsche Telekom - Gönn

A mobile tariff with numerous "perks" - that is the promise of Deutsche Telekom's new app-based offer for Gen Z. GÖNN is aimed at users under the age of 28, can be booked via smartphone and offers an exclusive deal every month for the special moments in life. The Belonging experts from We Are Era are ensuring the necessary volume on the social web for the launch of the new mobile tariff. The team secured the account following an agency pitch and is responsible for the holistic strategy development, conception and production of a high-reach influencer campaign on Twitch, TikTok, Instagram and in a podcast. When selecting influencers, the We Are Era team relied on psychographic matchmaking from the in-house Social Intelligence Hub. We Are Era also produced the commercials for the campaign, which are played out via the GÖNN TikTok channel of the same name.

Influential content creators such as Henry.ng, How2shirli, Joyanpohl and Gialu are among the ambassadors of the multi-month campaign. Under the motto "GÖNN - lots of mobility, lots of deals", they demonstrate the benefits GÖNN offers the young community and get them involved right from the start. The opinion leaders use Gönn alerts to activate their communities and invite them to participate. Behind every Gönn Alert is one of GÖNN's monthly exclusive deals, which the creators present in their own unique way. Whether it's a sponsored pizza for a picnic with friends or a discounted train ticket for the next short trip - GÖNN makes it possible.