T-systems: BUROMETER MOBILE

Credits & Description:

Category: Best Use of Mobile Devices

Advertiser: T-SYSTEMS

Product/Service: ONLINE CUSTOMER SERVICE

Agency: CLUSO

Date of First Appearance: Oct 15 2010

Entrant Company: CLUSO, Budapest, HUNGARY

Entry URL: http://www.t-systems.hu/mytsystems

Creative Director/Copywriter: Lajos Horvath (Cluso)

Creative Director/Art Director: Gergely Fodor (Cluso)

Chief Programmer: Csaba Virág (Lab68)

Project Manager: Gabor Breznyanszky (Lab68)

Media placement: Mobile Phone Application - Downloadable From Www.t-Systems.hu - 15. October 2010.



Insights, Strategy & the Idea

T-Systems is the B2B Division of Telekom offering Information and Communication Technologies to companies. Last fall they launched an online customer service called My T-Systems to help smaller companies manage most of their ICT-matters and fix problems without having to call Telekom or visit one of their branches.



My T-Systems is targeted to CEOs and IT-managers of small and medium enterprises.

What we’ve found was that while these people work in various sectors, they have one thing in common - they are very busy and overloaded with work. Small and medium enterprises hardly have Chief Information Officers and whole IT-departments so it’s mainly the CEOs and IT-managers who deal with telecom matters. Giving them the opportunity to solve problems online would definitely take some of the burdens from their shoulders and make them less busy in the office.



Creative Execution

We clearly did not want to have a campaign that is about the special features and benefits of the service.

We wanted to give them a fun tool that is built around their main characteristic, namely being very busy all the time.

We learned that these people are basically online all day, and most of them use smartphones. So we came up with the idea of Bürometer Mobile.

Bürometer Mobile is a mobile phone application measuring exactly how busy you are.



If you have jobs outside the office, your mobile phone tracks how many kilometers you have covered and how many times you were stopped by a phone call, a text message or an email.



The Bürometer then takes all this data from your mobile phone and also from your desktop widget and calculates your level of busy-ness.



Results and Effectiveness

When the Bürometer calculated your level of busy-ness at the end of the day, you received a message from My T-Systems saying that you can reduce your overindulgence by using the online custumer service.

We used press, online banners and social media to promote that Bürometer has been downloaded several thousands of times.