Yeah – IPRN Award 2020 for TDUB!
International agency network IPRN recognises pioneering PR projects
Implementation of “big data PR” for the client Freenet
Hamburg / Porto, November 2020 – We received the IPRN Annual Award 2020 in the B2C category for a large-scale big-data project with the client Freenet / mobilcom-debitel. At the virtually held general meeting of the international agency network IPRN in Porto (Portugal) from 5–7 November 2020, the network’s more than 50 member agencies from five continents were invited to select from among their ranks the best, internationally pioneering projects as “Project of the Year”. TDUB is the only German agency to have been awarded one of these coveted awards. In addition to the B2C category, further prizes were awarded in the areas of B2B, CSR, Video of the Year and Agency of the Year.
With the award-winning project “How Germans use their smartphone”, we were able to support our client mobilcom-debitel in establishing a new PR discipline beyond traditional product PR: in so-called “big-data PR”, user data available within the company is analysed and used for media work – naturally only after fully compliant anonymisation. Over a period of two years, mobilcom-debitel was able to generate and disseminate relevant and entertaining facts about the use of mobile communications offers. The user contracts showed, for example, which German city, relative to its population, had the highest number of iPhones or Samsung models in use. Roaming data revealed where Germans prefer to go on holiday depending on their federal state. Depending on age or gender, different behaviour in the population could be identified when making calls or using the internet – which was newsworthy for a great many newspapers.
We published a report on this project on the blog last year.
And now the PR-Journal is reporting on it too.
