DIGITAL X: This is how we tackle the future

Deutsche Telekom

Große, leuchtende X-Skulptur aus bunten Neonlichtern steht im Mittelpunkt einer modernen Messehalle. Um die Skulptur herum sind Menschen und gelb umrahmte Stände zu sehen. Die Decke ist mit weiteren Neonröhren und Scheinwerfern ausgestattet.

It’s all about the digital transformation of business, politics, and society. So, naturally, DIGITAL X – Europe’s leading cross‑industry digitalization initiative – is constantly evolving itself, and has been setting new benchmarks in Cologne every year since 2018. With this event, Deutsche Telekom generates an impact beyond the day itself; DIGITAL X has enabled it to build a network of 200 national and international partners. For all of them, DIGITAL X is a place to connect, exchange, learn from one another – and tackle digitalization together.

Why this event is the talk of the town

DIGITAL X gives companies the courage to pick up the pace in their digital transformation. It adds momentum to Europe’s digital agenda and shows what becomes possible in one’s own operations with technologies such as cloud, artificial intelligence, or IoT. In 2024, Telekom wanted a new spin: rather than exposing shortcomings, DIGITAL X should strengthen a hands‑on maker mentality through its innovative power and fresh, compelling stories.

The narrative brings all communications together

Our agency, together with the client, underpinned the trade fair motto “Ready for Impact” with a convincing narrative, and gave the event structure and identity through coherent messaging. Media and audiences alike understood what DIGITAL X 2024 stands for. This overarching story served internal teams as a guideline for credibly and consistently representing Telekom’s mission to the outside world. Our integrated PR campaign and extensive coverage in flagship, trade, and local media – as well as on social media and in podcasts – built on this narrative.

DIGITAL X: An event with real attention value

The response to our media work? The event was picked up by 82 publications – predominantly earned coverage – including 56 online and seven print articles, nine newsletters, and five podcasts. Added to that are social media snippets and post-event videos, as well as contributions to the DIGITAL X website. The heavyweights of the German media landscape reported on DIGITAL X: leading outlets such as Tagesschau, FAZ, Welt, and Handelsblatt; trade magazines such as IT‑Zoom, Business Punk, and Heise; and of course local media such as Kölner Stadt‑Anzeiger, Express, General‑Anzeiger, RTL West, WDR, and n‑tv. By the way, for our highlight video at the event, our team got (almost) all the celebrities in front of the camera.

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