Telekom Electronic Beats
Deutsche Telekom AG
Europe (Albania, Austria, Croatia, Czech Republic, Germany, Hungary, Macedonia, Montenegro, Netherlands, Poland, Romania, Slovakia)
Summary: We turned Deutsche Telekom’s iconic brand colour, magenta, into a new media channel through augmented reality. Through a world-first partnership with the only virtual music band, Gorillaz, we served exclusive and engaging content in 12 countries on anything and everything magenta.
Objective: Engage Millennials with Deutsche Telekom.
OUR BRAND COLOUR WAS OUR SECRET WEAPON
All mobile networks face similar problems: even though our phones are often our most cherished possession, the networks that make them function are increasingly seen as a commodity.
Mobile networks are essentially an invisible product – waves that pass through the air – we often only care about our provider when our phones aren’t functioning.
So branding is critical, but even that is increasingly becoming part of the wallpaper, particularly among Millennials. However, they’re a fickle audience to engage.
For Millennials Telekom is just another brand, unlike for their older counterparts the brand does not carry the trust and credibility as Millennials place less value on heritage. They’re seeking excitement, participation and identity.
Telekom Electronic Beats, a music-lifestyle marketing program, exists to bridge this engagement gap. Since 2000, Telekom Electronic Beats has created a universe of music experiences with electronicbeats.net at its heart.
Deutsche Telekom’s belief is that “Life is for sharing.” We wanted to create a way to match this belief with the excitement Millennials are constantly seeking.
We realized Deutsche Telekom’s brand colour, magenta, gave us a unique opportunity to create a natural environment to connect with Millennials. Not by simply trying to put it “here, there, and everywhere”, but by giving this audience the chance to turn the colour magenta into something for them – an entertainment channel with the exclusive content they craved.
This would allow Deutsche Telekom to become an active player in Millennials’ mobile experience.
MAGENTA BECOMES A CONTENT ENABLER
Deutsche Telekom has invested heavily over many years to make its brand colour magenta one of its most recognizable assets.
So we decided to turn anything that was coloured magenta into an exclusive Deutsche Telekom media channel, using chroma-key technology - the same “green screen” technology used in broadcasting. This magenta-based media channel would be accessible via our free app, The Lenz.
All the users had to do was point their phone at anything and everything magenta – walls, letters, clothing, etc. The magenta areas would then reveal exclusive augmented reality content.
But the technology alone was not enough. We needed a partner who would be truly compelling with broad appeal, who could release exclusive entertainment materials via The Lenz, making the app more appealing for our young target audience.
We decided to partner with the world’s biggest virtual band, Gorillaz, who were making music again after almost seven years. Our research showed Gorillaz consistently attract a Millennial following because the band never ages. This combined with their virtual appearance provided a perfect opportunity for Deutsche Telekom to offer a unique experience to consumers.
A partnership with a compelling band such as Gorillaz was risky because the brand could be overshadowed. But our strategy was to be the gatekeeper – not sharing the stage with professional performers, but making the band’s unique and exclusive content available on all things magenta and enabling Millennials to discover their virtual world. We therefore became an important facilitator for the partnership.
The Lenz app was the perfect solution to make Deutsche Telekom relevant to millions of European youngsters via their smartphones.
We turned a colour into a media channel through AR
The Lenz transformed everything and anything magenta into an owned media channel. When people pointed the app against anything magenta, they saw Gorillaz augmented-reality content, sometimes prolongued by local product offers.
For example, people wearing magenta socks could see Gorillaz videos playing on their socks. Magenta letters on a poster became portraits of Gorillaz’ band members.
This was a new dimension of entertainment: overlaying Gorillaz content through existing touchpoints. With The Lenz and a dab of magenta, we turned 12 countries into a stage for Gorillaz to enter the real world and reinforced the power of our brand.
To drive downloads of The Lenz, we needed the app to become famous. We launched in a big way – OOH stunts (e.g. magenta grass in front of Tower Bridge in London), the world’s first live cartoon interview and a unique partnership with more than 500 micro-influencers, all supported with a heavy PR-media push.
Across mobile, we launched an interactive advert that mimicked a phone call. People could receive a call from Murdoc – a Gorillaz character – who invited them to download the Lenz.
Then we delivered our message across digital, OOH and print in all markets – a fully integrated campaign, with just a dab of magenta.
Telekom’s Electronic Beats and Gorillaz content became one, providing our target audience a portal where they could access, engage and share exclusive content via their social channels.
Lead Media Agency
MediaCom Agentur für Media-Beratung GmbH
Saatchi & Saatchi, UK