T-Mobile x Remigiusz Maciaszek

The modern, conscious consumer decides for himself what and when he watches online. He will also easily sift out intrusive, worthless advertising messages and will only watch what is of some value to him. So how to create interesting and engaging content that the viewer will reach for by choice? We faced such a task while working to promote T-Mobile's fiber service. On YouTube, the possibilities are many, and the choice of the appropriate format depends primarily on what goal the brand wants to achieve. The most important thing for us was to reach the potential consumer, but in an unobtrusive way. That is why, together with Remigiusz, we created a podcast in which product placement was not carried out in the typical way.

Description

What was the internet like before the advent of fiber optics? In a podcast on his channel Remigiusz Maciaszek impresses with memories of IRC, cafes and DC++. The conversation of Remigiusz and Boris Nieśpielak is for older viewers a sentimental journey into the past without high-speed Internet, smartphones and streaming platforms. For the younger ones: an interesting history lesson. From the story of the origins of the Internet, Remigiusz and Boris naturally move on to talking about new technologies and T-Mobile's fiber service, which allows you to use multiple devices at the same time, without loss in speed.

Target

Promotion of T-Mobile fiber and its accompanying services.

Realization

The main axis of the promotion of the service was a podcast published on Remigiusz's channel. This is not a typical product placement. T-Mobile's fiber optic has become a pretext to talk about the history of the internet. Remigiusz and Borys Nieśpielak from their reflections on what the network looked like before fiber, smoothly move on to presenting the T-Mobile service. In addition, the communication was supplemented by a post on Instagram with product placement and an entry promoting the podcast on Remigiusz's fanpage.

Findings

The podcast has also been published on Spotify, Apple Podcasts and Lecton, where it has been listened to 29,110 times in total. 75% of Spotify listeners have listened to more than an hour of podcast. Thanks to this, the episode was also the most engaging recording on the creator's channel in November 2019. The podcast organically garnered over 70,000 views, generated 3,000 positive reactions, and the average watchtime was over 20 minutes! In addition, Remigiusz enriched the communication with posts on Facebook (organic reach at 46,388 users) and Instagram (organic reach at 64,066 users). The campaign reached the target audience (18-35 years).. This is how T-Mobile's comprehensive, reliable, target-oriented and credible fiber optic internet advertising was created.

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