1. Goals
Telekom wants to reach and support young people. With the campaign Telekom helps reach their destination and offers security by providing internet.
The InterRail tickets will be available for young people who reach the age of 18. The tickets make it possible for them to get to 30 countries in Europe for free in period of one month. Telekom supports initiative by providing a gift data package for those who get special travel gift.
With an YouTube influencer competition, we would reach the audience organically and involve them in the campaign. After competition Telekom would announce a special free data package for every people who would travel with the inter rail gift ticket with a promotion campaign.
The goal is to reach young people, and grow the image of Telekom. The main message is that Telekom connects people during their travel, and offers security by offering internet during their travel.

2. Generation Z Challenges Insight
Who are they?
Born in the mid 90’s
Are the children of Generation X
Raised i n a technological age
Digital native
Spending the most of their time online
Daily use of social media
Influencer focus
Daily interaction with YouTube vloggers
Following the actual trends, dictated by social influencers
Passion to Discover…
New people
New cultures
New places
The world
Difficulty with targeting in many digital medium.
Avoids ads.
Use ad blocker.
Skips content .
Want story from brands.
Need for involvement.
FOMO
Need to be culturally connected, avoiding the fear of missing out.

3. Action plan What do we want to achieve? How do we want to achive this?
Increase the brand image of Telekom with influencers and supporting mediums , which have the greatest effect on this generation.
How do we want to achive this?
By including vloggers in the campaign who:
has a medium range (50-100K) follower bse
has videos with growing reach
have steady flow of content
are credible in the eye of their followers
Supporting young travelers with a data package during their special travel time abroad.

4. Road Map Winning influencers and voters announced.
Planning
Contacting influencers
Setting up the vote page
Influencer
campaign
begins
Vote ends
Campaign ends
Promotion
Influencers post videos about the vote.
People start voting.
Promotion starts for the gift data package targeting the Z generation and parents

5. Collection of influencers
Collecting channels
We would collect YouTube channels from different categories that are the most popular among young viewers.
Overlap checking
We check for overlap between channels using their viewers ID looking for the smallest overlap.
Overlap checking
Finally we choose the top 50 influencers who are best fits for criterias of the campaign.
Analysis
We evaluate them by metrics such as activity, view numbers, populatity, in every social media channel where they are available.
Maxima
We make sure that we won’t use infuencers with same viewers and maximize our reach by this.

6. Our Solutions
Creating a competition for influencers which involves their fans in a teaser campaign period. After the competition Telekom announces that everybody won a free data package for their special travel.
We would start a vote on a Telekom microsite to get the 15 YouTuber who can travel with InterRail in Europe sponsored by Telekom.
The vloggers would create a vote for me video which will be published on their channels.
After the voting period, Telekom announces a gift data package for every travellers who are valid for the Inter rail coupon issued by the EU, in different channels.
Participating fans will also get a change to win a travel for couple in Europe with free inter rail travel, accomodation and data abroad.

7. Remarketing from the vote page
Promotion Period
Z Generation
The use of music
Users of the free service get ad spots between music.
Special Telekom Travel playlist having travel hits, curated by Spotify.
Co-promotion
Remarketing from the vote page
Secondary school students spend a lot of time in Fast food restaurants.
The most popular choice for students is McDonalds.
Promotion for the Telekom gift data package using soft drink cups.
The voters of the influencer vote page will be retargeted using several platforms such as YouTube, Facebook, Instagram, and Google Display..
The brand message with the infuencer video can be targeted at the relevant users.

8. Promotion Period Parents Social Media TV Native news Radio
We would target parents with secondary school students on social media. TV
Communication on channels that are interesting for the parents of secondary school students.
Native news
Partnering with news sites, we would put remarketing codes in reports regarding new gift coupons.
Readers of these news will be remarketed in different digital display channels.
Radio
Having radio spots, in the hours when parents usually take their children to school.