Yettel Christmas Campaign: True Connection Begins When We Put the Phone Down

Yettel Bulgaria, part of e& PPF Telecom Group, serves over 3 million customers with innovative telecom solutions. With over two decades of experience, Yettel is a pioneer in the Bulgarian market, launching the country’s first commercial 4G network, VoLTE services, and 5G network tests.

Recognizing that while rapid technological advancements bring incredible benefits, they have also drawn us into an endless cycle of online communication. Yettel’s 2024 Christmas campaign, “Real communication begins when we put our phones away,” took a bold, value-driven approach by promoting digital mindfulness. The campaign emphasized the importance of stepping away from screens for a while to prioritize genuine, in-person connections, especially during the holiday season.

The 360-degree PR campaign integrated traditional media with special projects and activations. Partnering with leading Bulgarian influencers, Yettel inspired people to reflect on their screen time and embrace meaningful offline moments with loved ones. A symbolic “shutdown” of Yettel’s social media feed during the holidays also demonstrated the company’s commitment to this message. Through press releases, special media projects (24 chasa, Boulevard Bulgaria, Mobile Bulgaria), influencer collaborations, and emotionally engaging articles, carefully crafted to resonate with a diverse and comprehensive audience, the campaign achieved impressive results and sparked a national conversation about the mindful use of technology.