World First: Telekom stages simultaneous Mariah Carey concerts across 5 European cities as part of new “Life’s for Sharing” advertising campaign
On November 17th, Mariah Carey and Deutsche Telekom kicked off the official countdown to Christmas with her current Christmas hit “Oh Santa” and her self-penned modern classic, the timeless “All I Want For Christmas Is You.”
In the keeping with the spirit of Christmas and the tradition of gifts and giving, the telecommunications giant created yet another very special moment as 5 European metropolises (Frankfurt/ Germany, Krakow/ Poland, Zagreb/ Croatia, Skopje/ Macedonia, and Podgorica/ Montenegro) saw Mariah simultaneously perform her biggest Christmas hits to thousands of surprised onlookers thanks to the latest holographic technology.
Mariah performed a total of 4 tracks including “All I Want For Christmas Is You,” “Oh Santa!,” “Hero” and a unique version of the classic Christmas carol “Silent Night” which saw thousands of consumers singing along with Mariah in their native tongues. In addition to joining in this mass sing-a-long of over 5,000 fans at the event were also able to download a virtual candle to their Internet enabled smart phone creating a visually stunning moment across the 5 cities.
This truly magical event is the basis for a new advertising campaign to be released shortly by Telekom across Poland, Croatia, Macedonia and Montenegro; along with Bulgaria and Albania (under its Cosmote & Globul brands respectively); and follows in a series of highly visible and successful campaigns since 2008 that have focused on reinforcing Deutsche Telekom's 'Life is for Sharing' brand claim.
This new campaign will be used to promote a variety of products including classic pre and post paid tariffs along with IPTV and integrated offers relevant to each market.