How Magenta Telekom boosted awareness and activations with content-driven creatives

The challenge

Many people worry about unexpected roaming charges when traveling outside the EU, so they often avoid using mobile data abroad. To help with this, Magenta Telekom introduced travel packages for non-EU countries. Customers can easily activate these packages online, by phone, or through the MeinMagenta app. This gives them peace of mind and control over their spending. The campaign aimed to:

• Increase awareness of its non-EU travel packages, but also awareness for non-Magenta Telekom customers.
• Make travelers activate the offer online, via call, or via app.
• Build trust by highlighting clear cost control and transparency in roaming.
• Ultimately, motivate more customers to activate packages before or during their trips.

The campaign used a cost-per-engagement model to stay efficient. Engagement was measured when users spent at least 8 seconds on the article or clicked on the Magenta Telekom website. This way, results are focused on real interactions instead of just impressions.

The campaign focused on letting customers stay connected while traveling, without worrying about unexpected costs. Magenta Telekom made activating the service through the app easy and gave customers confidence with clear cost control.

Why native in the first place

Native advertising was chosen because it matched both the campaign goals and the needs of the target audience. Travelers looking for inspiration and practical tips are open to engaging with informative, context-relevant content. Native ads allowed Magenta Telekom to:

• Build trust and credibility: By appearing in editorial environments, the content was perceived as more authentic and less intrusive than traditional ads.

• Deliver deeper product understanding: Native formats enabled detailed explanation of the roaming packages, answering common questions about cost control and activation.

• Reach the right audience contextually: Ads were placed alongside travel-related content, directly addressing people who were already in the mindset of planning or sharing vacations.

• Engage meaningfully, not just reach: With the CPE model, success was measured by real interactions,  like reading time or click-throughs, instead of just impressions.

• Support the funnel strategy: Native worked especially well in the consideration phase, where relevance and detailed information were key to driving package activation.

The results

The campaign reached Austrian travelers and generated strong engagement through content-focused formats. Different teaser strategies were tested, showing that less branding drove higher click and engagement rates.

The CPE model delivered transparency and efficiency, ensuring the budget was only spent on meaningful interactions. Performance insights also highlighted that device usage showed no significant differences, and relevant environments contributed above-average dwell time.

Beyond immediate campaign success, the activity strengthened Magenta Telekom’s image in digital self-service with the MeinMagenta app and positioned the brand as a trusted travel companion offering clarity, cost control, and convenience abroad.