We turned the colour magenta into a media channel

Challenge

Our phones are out most cherished possession – but the networks that make them function are a commodity. Especially to Millennials.

Our challenge was to translate Deutsche Telekom’s brand belief ‘Life is for Sharing’ into the excitement that millennials are constantly seeking.

Idea

We turned anything magenta into an exclusive Deutsche Telekom media channel, using chroma-key technology.

Accessible via The Lenz app, we partnered with Gorillaz so users saw exclusive content from the band when they pointed their phones at everything magenta.

Media firsts made sure we reached millions of Millennials in weeks, driving more than 130,000 downloads.

Results

  • We generated 14 million impressions promoting The Lenz app, which used new technology to engage audiences at scale
  • Over 1,000,000 organic video views
  • 2,700 social mentions

Awards and Recognition

4 x Cannes Lions 2017

  • M&M Global Awards 2017 – Technology & Telecomms
  • M&M Global Awards 2017 – Best Martech or Adtech Innovation
  • Effective Mobile Marketing Awards 2017 – Most Effective Integrated Campaign
  • Effective Mobile Marketing Awards 2017 – Most Creative Campaign
Next
Steal Your Boyfriend’s Shampoo
Previous
Hungerithm