We turned the colour magenta into a media channel
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.
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.
4 x Cannes Lions 2017