Targeting the urban youth.
Deutsche Telekom ‘4010’ community store 2008 – 2011
To increase acceptance of Deutsche Telekom among young, urban target groups, a new concept was developed that not only achieves better brand loyalty for Telekom, but also offers insight into the product preferences of these target groups.
A new type of community store with interactive and flexible formats was designed for the young target group to identify more with Deutsche Telekom.
The intense and challenging process included market research, prototype concept development, a location search, the implementation itself and a communication concept.
Many prototype concepts and formats were developed via an integrated collaboration between the Telekom marketing department, external youth marketing consultation and MUTABOR, before being discussed with the target group through surveys. These concepts and formats included purely digital offerings but also special events.
4010 – The community store
You need to go to the root of the problems, get to know the rules and then change them.
A new shop – 4010 store (RAL 4010 stands for the color Telemagenta) – was opened featuring an absolutely revolutionary undercover youth store concept in Berlin-Mitte, the heart of the current commercial youth culture. The venue is a store by day and an event location by night. Here, new products and retail formats are tested and sold regularly. Events, parties, public readings, tutorials, etc., are hosted here as well. Along with the store, advertising, a dedicated website and a community were created under the label.
Like a Trojan horse, the 4010 store infiltrated the target group and dismantled the image of the “old company” within the target group. What started as an experiment now is a permanent fixture in the Berlin-Mitte scene. Since its opening in 2008, the store has become the marquee project of the Telekom marketing division and was the highlight of the Telekom annual report in 2009.
A second 4010 store was opened in Cologne in 2011. Both stores today are both a test lab and standard-bearer of Telekom and generate actual profit as well.
Furthermore, the acceptance values and the purchase behavior of the young urban target group have developed very positively.
- CD Plan W. Kaltenbrunner GmbH, NavigationLab, Schröder+Schömbs Public Relations GmbH, Die Krieger des Lichts GmbH, PARAT