| Brief | Filter bubble is one of the most talked about problems of 2017. To solve this issue affecting millennials that rely so much on social media to build their beliefs, we turned to their no. 1 influencers: the YouTube vloggers.Trough data analysis we identified vloggers/influencers with audiences that had the least in common, in terms of consumed content, likes, interests, and opinions. We challenge them to swap their lives and social media channels.People were exposed to content opposite to what their filter bubble regularly provided, content related to some of the most important issues of the Romanian society. In this way we confronted young millennials’ intellectual isolation and exposed them to new ideas, new content and new material from outside their usual ‘bubble’.Meanwhile we used social media algorithms against the filter bubble: as once a different content was engaged, the algorithm will continue to show diversified subjects in the future.Vlogger swap became the best social campaign in Romania last year (source: Effie Awards 2018) |
| Story | In 2017 Telekom launched the #Netliberare campaign, an umbrella concept integrating everything the brand was communicating. This platform was building Telekom’s new positioning AS AN INTERNET BRAND: an enabler for all Romanians to take advantage of the opportunities offered by the Internet in our lives.#Netliberare campaign was built on the premise that internet is people’s guarantee for freedom.From the Arab spring to the #resist movements, freedom demands are enabled by the Internet.#Netliberare came as a promise made by Telekom: because freedom is so important to us, and Internet is its guardian, we are going to come with ever more accessible products, to ensure peoples’ right to Internet.That is why in November 2017 Telekom launched the unlimited video offer for the 5 EURO Telekom card. |