Magenta Telekom and Readpeak Boost Awareness and Activations with Native Content-Driven Creatives
by on 28th Nov 2025 in News
Magenta Telekom and Readpeak boost awareness and activations with native content-driven creatives, reaching people as they travel outside of the EU.
Roaming charges whilst abroad are always a source of concern when visitors and holidaymakers are travelling outside of the EU. These worries often lead to people avoiding using their mobile data abroad altogether. To combat this, Magenta Telekom introduced travel packages for non-EU countries allowing customers to easily activate these packages online, by phone, or through the MeinMagenta app.
To highlight this new service, they teamed up with native advertising experts at Readpeak, helping them to:
- Increase awareness of its non-EU travel packages, but also awareness for non-Magenta Telekom customers.
- Help travellers to activate the offer online, via call, or via app.
- Build trust by highlighting the clear cost control and transparency in roaming.
- Motivate more customers to activate packages before or during their trips.
The campaign aimed to reach customers who were interested in sharing their holiday experiences alongside finding new things to do while travelling. It was essential to reach travellers at the right moment with inspiring, travel-relevant messages utilising native advertising to explain the product benefits in detail and build trust through relevance and context. Making the offer activation as simple as possible was key alongside implementing 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 were focused on the importance of real interactions instead of just impressions. Opting for a native approach was fundamental as it allowed the content to be informative and content-led, appearing in editorial environments where it was perceived as more authentic and less intrusive than traditional ads. This approach delivered a deeper product understanding with native formats enabling detailed explanations of the roaming packages, answering common questions about cost control and activation along the way.
Readpeak’s expertise also meant that the right audience could be reached contextually with ads placed alongside travel-related content, directly addressing the people who were already in the mindset of planning or sharing vacations.
It was also important to engage audiences meaningfully, not just via reach: With the CPE model, success was measured by real interactions, including reading time, and click-throughs, rather than just impressions.
The campaign was a huge success, reaching Austrian travelers and generating 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 spent only on meaningful interactions. Performance insights also highlighted that device usage showed no significant differences, with relevant environments contributing to above-average dwell times.
Beyond the immediate success of the campaign, 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.
For Magenta Telekom, it was essential to appear in a premium editorial environment. Together with Purpur Media and Readpeak, they achieved exactly that – a highly engaging campaign that communicated their brand values authentically and generated lasting engagement.
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