Innovate
CSR coverage used to be dry matter back in 2011. Deutsche Telekom on the other hand has so many interesting stories to tell in that arena. As a pioneer in information technology, they were looking for a partner who would be able to lift the analog paper based csr coverage to a more sustainable, forward thinking and modern medium – Eventually, Deutsche Telekom decided to partner with yoocon to create that prestige magazine.
Approach
Our claim was to not just port a classic magazine to the new medium, but to really take full advantage of the capabilites of mobile devices. The primary objective was to have the digital magazine provide a real benefit compared to the classic analog issues. How did we do that? Every story of the magazine is told in a very unique, different and appealing manner. To avoid any impression of greenwhashing, we incorporated two opposing moderators, who lead trough the entire app: Both head their own view on how Deutsche Telekom succeeds. By fliping the device, readers can literally experience the flip side of the coin. The entire app is packed with beautiful interactive content, infographics, 3D video specials, we even incorporated a game that lets users learn how to drive a car in an energy-saving way. We care is truly a jack of all trades magazine.
Conclusion
This project was a big challange for us and and fairly well illustrates the team productivity. Even before it launched, “We Care” received a special award for innovation at the German CSR awards conference. Plus the app was awarded with the “Golden Spark” for best CSR communication – a German communication award. After the great success, we were asked to bring this entire – jack of all trades – magazine to smartphone devices. Everyone who knows this app understands the challange behind that task. This though will be part of an upcoming case study – stay tuned!