MAGENTA UNLEASHED

Silver Eurobest

Case Film

Presentation Image

ClientDEUTSCHE TELEKOM
Category A02. Rebrand / Refresh of an existing Brand: Consumer / Corporate / Non-profit
TitleMAGENTA UNLEASHED
Product/ServiceDEUTSCHE TELEKOM
Entrant SAATCHI & SAATCHI London, UNITED KINGDOM
Idea Creation SAATCHI & SAATCHI London, UNITED KINGDOM
Media Placement MEDIACOM Düsseldorf, GERMANY
PR PROUD ROBINSON Brighton, UNITED KINGDOM
Production STRANGELOVE PRODUCTIONS London, UNITED KINGDOM
Production 2 COFFEE AND TV London, UNITED KINGDOM
Production 3 SPEADE London, UNITED KINGDOM
Production 4 SPINDLE PRODUCTIONS London, UNITED KINGDOM
Credits
Name Company Position
Kate Stanners Saatchi & Saatchi Global Chief Creative Officer
Jan Teulingkx Saatchi & Saatchi Regional Executive Creative Director
Will John & Franki Goodwin Saatchi & Saatchi Creative Director
Bruno Di Lucca Saatchi & Saatchi Head of Design
Tom Cleeland & Will Milner Saatchi & Saatchi Creative
Harriet Ronn & Barney Spiro Saatchi & Saatchi Creative
Daniel Reeve Saatchi & Saatchi Designer
Talveer Uppal Saatchi & Saatchi Designer
Tomek Drozdowski Saatchi & Saatchi Designer
Lisa Mason Saatchi & Saatchi Agency Producer
Sam Wise Saatchi & Saatchi Planner
Jeppe Fischer-Mogensen Saatchi & Saatchi Planner
Clare Shaw Saatchi & Saatchi International Client Services Director
Sam Grischotti Saatchi & Saatchi Business Leader
Vitor Forte Saatchi & Saatchi Account Manager
Anne Schlicht Saatchi & Saatchi Account Director
Steven Tinkler Saatchi & Saatchi Designer
Victoria Draisey Saatchi & Saatchi Designer
Barbara Gaiarim Saatchi & Saatchi Designer
Hitomi Kato-Moore Saatchi & Saatchi Digital Project Manager
Papaya Dog Strangelove/Spindle Director
Ben Crook Speade Editor
Tai Thittichai Strangelove Production Company Executive Producer
Sophia Rothbart Strangelove Production Company Executive Producer
Rhun Francis Saatchi & Saatchi Production Company Producer
Cara Speller Passion Pictures Animation Producer
Matt Saxton Passion Pictures Animation Producer
Sam Farr Ravenscourt Studios Sound Designer
Kari Jackson Kloenther & Evan Depko MediaCom Media Planners
Ben Robinson & Lucy Proud Proud Robinson PR

The Campaign

Through a simple chroma-key AR app, everything magenta became an owned media channel through which we could take advantage of Gorillaz’ virtual status. When people pointed The Lenz against anything magenta, we served our audience with Gorillaz content, enriched by local offers. After all, it is much easier to create mountains of flexible, exclusive content when you are dealing with cartoons. We turned the world magenta: fountains, buildings, grass. And created a whole new dimension of entertainment: from people gathering around magenta fountains to people sitting at home drawing magenta squares — we shared unique content through touch points that was uniquely ours: our brand colour! Using our customers’ phones and a dab of magenta, we turned Europe into a stage for Gorillaz to enter the real world and reminded everyone of the power of our brand. This was further cemented by local product offers, served through the app.

Creative Execution

In order to drive downloads we needed the app to become famous by getting the campaign on everyone’s lips. So we launched in a big way — with magenta takeovers, and the world’s first live cartoon interview; all with a heavy PR-media push. Suddenly magenta portals appeared across Europe and Europeans woke up to a new magenta reality that drove our key message: ‘Release Gorillaz with The Lenz. Download now!’ A message we delivered across OOH, digital, social with local influencers and print. Spearheaded by our app trailer, seeded across the Internet revealing the Gorillaz and Telekom partnership as being behind these iconic canvasses, we created a campaign that enabled us to release geo-located product offers and Electronic Beats lifestyle and music content, as we created a whole new dimension of entertainment. Our 11 markets could deliver a fully integrated participative campaign, with just a spray can of magenta paint.

Indication of how successful the outcome was in the market

In the first two weeks, before the launch of our market campaigns, we achieved 14 million impressions, 800,000 organic video views, 2700 social mentions, based on PR and organic reach alone. With minimal media support the Lenz app is on over 130,000 phones across Europe. But more importantly we were present on everything from socks to iconic buildings, hijacking our colour wherever it was found. Even ads from other brands who’ve had the audacity to use our colour. We featured in Pitchfork, BBC, Rolling Stone and more for a total earned media reach of €20m. But ultimately, our most important ROI is the one we can’t measure — how many media channels we created? Potentially millions: Wherever you see magenta, Telekom Electronic Beats are bringing you Gorillaz and local product offers in the most guerrilla way imaginable.

To build our relationship with Europe’s youngsters we needed a partner who would be truly compelling with broad appeal. We partnered with the forever-youthful virtual band Gorillaz. Real bands have fans that age with them, but the cartoon-drawn Gorillaz never age; and typically partner up with contemporaries who capture the zeitgeist, which keeps them relevant to youth audiences. In a partnership with such a compelling and loved band it would be easy to be overshadowed, forgotten or even rejected. Our strategy revolved around the need to be an important, welcome and visible part of things. Rather than trying to share the stage with professional performers we decided to do something revolutionary. If we couldn’t be the content, maybe we could be the media channel. With access to millions of European youngsters and the smartphones in their pockets, we had the perfect solution.