T-Mobile, Europe’s connection powerhouse, set its sights on Albania. The challenge? Rapid brand awareness without alienating the existing customer base. Ogilvy’s mission: make “connecting Europe” relevant in Tirana. Fast.
We didn’t reinvent the wheel; we localized it. T-Mobile’s pan-European campaign became a celebration of Albania joining the connected continent. Think iconic T-Mobile magenta splashed across Tirana’s vibrant landscape, a symbol of a new era of communication.
But it wasn’t just a visual takeover. We orchestrated a multi-pronged attack:
- Guerilla marketing: Unexpected, playful activations sparked curiosity and buzz( See Connected Europe City Installation).
- Hyperlocal digital: We spoke Tirana’s language, online and off.
- Influencer partnerships: Trusted voices amplified the message of connection.
- Traditional media: TV and radio ensured broad reach, hammering home the arrival of a major player.
The result? A rebranding launch for the record books. 83% brand awareness in just three months – the fastest, most effective launch in Deutsche Telekom’s recent history. We didn’t just launch a brand; we connected a nation. #ConnectingAlbania #TMobileAlbania #Ogilvy #ConnectingEurope #RecordLaunch