In the age of growing digitalisation, Telefónica is deliberately putting people and their increased use of mobile data at the centre of company activities. The network operator takes this transformation into account by setting out to become a “Mobile Customer & Digital Champion”. Against the backdrop of a digital future, the 2018 annual report has been created and published not only as a classic print edition, but also in the form of a website including a sophisticated 3D world of experience. The title “DIGITAL XROADS” has been chosen to capture the essence: as there are opportunities to linger at many crossroads and junctions in the city, with story formats dealing with innovations, products, strategies and mandatory content that can all be explored either individually or on a guided tour. The inviting design of the print edition also provides readers with insights into the mobile future via lovingly created, engaging profiles and quotations of both employees and customers. All numbers and facts blend seamlessly into this style.
Statement by the Jury
In its annual report, Telefónica Germany skilfully applies its expertise and implements it with many animations, in both the analogue and the digital realm. Pointed out in the three-dimensional illustration of a city, hotspots with information visualise the presence of the network operator in urban life and experience. The message is thus playfully conveyed and gains merit with a consistent and clearly structured appearance.