Unitymedia

Company: Unitymedia GmbH

Brand value: US$2,872 million

Change since 2018: NEW ENTRY!

Headquarter city: Cologne

Category: Telecom Providers

Year formed: 2005

Unitymedia is the second-biggest cable internet provider in Germany based on the number of homes connected, and is the market leader in the regions of Nordrhein-Westfalen, Hessen and Baden-Württemberg, where it is able to offer download speeds of up to 400 megabits per second. The Unitymedia portfolio also includes digital TV, and fixed-line and mobile phone services. Unitymedia has been the subject of an attempted acquisition by Vodafone, but the deal is subject to approval by anti-monopoly regulators. Since 2017, Unitymedia has run a marketing campaign with the tagline “Was das geht?” (meaning “Wow, that’s possible?”) across multiple media. Ads mark a departure for the telecommunications category; one YouTube video, for example, features passionate kissing by a series of sometimes unorthodox couples in unorthodox situations. These include a police officer and a suspect, and a young man and woman in the front of a moving car. The ad’s message is “When all is hate, you must love”, and promotes unlimited broadband.