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 and stands out as a pioneer in the Bulgarian telecom sector. With over 20 years of market leadership, it introduced the country’s first commercial 4G network, VoLTE services, and 5G network trials.

While rapid technological progress offers incredible benefits, it has also led to a cycle of constant online communication. Yettel’s 2024 Christmas campaign, “Real communication begins when we put our phones away,” took a bold and value-driven stance, advocating for digital mindfulness. It highlighted the importance of disconnecting from screens to focus on real-life interactions, particularly during the holiday season.

The 360-degree PR campaign combined traditional media with special projects and activations. By collaborating with top Bulgarian influencers, Yettel encouraged people to reconsider their screen habits and embrace meaningful offline moments with loved ones. As a powerful statement, the company symbolically “paused” its social media activity during the holidays. Through press releases, special media projects (24 Chasa, Boulevard Bulgaria, Mobile Bulgaria), influencer partnerships, and emotionally engaging content tailored for a broad audience, the campaign delivered outstanding results and ignited a national conversation on the mindful use of technology.