Telekom Romania Rebranding Campaign (2015)

The Brief:

Romtelecom and Cosmote merged into Telekom. The Challenge was to create fast and high awareness of the new brand: 90% reach level and 3+ frequency.

The Challenge:

Position Telekom’s rebranding event on user’s leisure agenda and surprise a target with high association for novelty and innovation.

The Insight:

Consumers are open to brand novelties, innovation or attractive product propositions.

The Solution:

360° campaign integration of all media. 160 special projects developed on all communication channels: TV, OOH, radio, print, digital, cinema.

In the teasing phase former endorsers Smiley for Cosmote & Pavel Bartos for Romtelecom were used to connect both brands into a single one by inviting people to the launch events organized simultaneously in different cities.

Through Hai! mobile app a classic concert was transformed into an interactive experience.

The revealing phase was represented by a synchronized multi channel effort on TV, Digital, OOH (Magheru decorations were lighted).

The TV campaign included high frequency TV spots, TV stations celebrity testimonials & sponsorship packages in successful TV shows.

Ziarul Financiar  limited edition with record circulation of 150,000 free copies distributed in business offices in Bucharest and major cities in Romania was one of the most surprising projects.

Major websites from different content categories were selected to display the event countdown, ensuring a huge media coverage for the last two day of the teasing phase. In digital we also used formats in exclusivity, tactical blocks on T day on desktop as well as mobile.


The most spectacular OOH project was the decoration of Bucharest city center – Magheru Bulevard, implemented in exclusivity for Telekom. The invasion of magenta cubs was followed by word of mouth effect visible in social networks.

The Results:

Almost 100% of Romanian population know that Telekom is the name of the company after the merge: 93% merger awareness for both residential and business target.