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Telekom's TADAAAM YouTube Show Appeals to Young Audiences
1.
2. CONTEXT
TELEKOM ROMANIA positioned itself as a premium leader after the
2014 rebranding.
X But since then, TELEKOM wanted more: to be cool, as to appeal to
youngsters.
7. ONTHEOTHERHAND
Romanian youngsters are extremely picky
They look up to international content creators (PewDiePie, Seananners, VanossGaming,
H2O Delirious etc.)
Even local hits are adaptations of international formats (=3)
Services have very low involvement, they are considered commodity
13. HOWITWORKS
A YouTubeshow with weekly videos created along the Telekom promise – “Experiente Impreuna”
A newvideo every Wednesday
Additional pieces of content in the rest of the week
20. TADAAAM is:
A way to eventually market directly through adigital product
21. But for now:
TADAAAM is a vlog that showcases real life experiences that you can (and should) share with
your friends.
It’s about reminding ourselves that the best “viral video” is life.