BrandTELE 2
Idea Creation CODE D'AZUR Amsterdam, THE NETHERLANDS
Idea Creation 2 INDIE Amsterdam, THE NETHERLANDS
Name Company Position
Kim Nieuwenhuijs CODE D'AZUR Creative Director
Madelon Uljee CODE D'AZUR Creative Director
Emilio de Haan INDIE Creative Director
Rogier de Bruin INDIE Creative Director
Janssen Brothers INDIE Creative Team

The Campaign

If making the perfect selfie is a life ambition of our target group, why not create something to help them out a little. Something that gives them the most kissable lips, puppiest eyes and to die for cheekbones. In only a few seconds. We created the Super Super Super Selfie Lens. A tailor made, Snapchat Lens that was used throughout the entire campaign. We asked popstar singer and selfie queen of the Netherlands, Roxeanne Hazes, to write a song about it. The music video and all Super Super Super Selfie footage was used to reach all target groups, even the ones without Snapchat, in other media. A fully integrated campaign with Snapchat at its heart.

Creative Execution

The first thing to do, of course, was create the best selfie Lens ever. With the most kissable lips, highest cheekbones, and puppiest eyes possible. Creating a perfect selfie is hard work! (No wonder we spend over 5 hours a week on trying to get it right.) The night before the launch of the Lens, Roxeanne Hazes presented her music video and the Tele2 Super Super Super Selfie Lens on national TV. The Lens itself was only live for the next 24 hours, but with the footage shot in those 24 hours, we created a month long campaign with a special Snapchat code on every ad, which would unlock the Lens. All you had to do is grab your phone, snap the code and place your beautiful face in front of the Super Super Super Selfie Lens.

The video starring Roxeanne Hazes: 3.6 million views (2.4 million organic) and counting. The Super Super Super Selfie Snapchat Lens: 3.7 million impressions, #1 Lens in the Netherlands with an average usage of 23.7 sec (benchmark 10-20 sec). But in the end, it's the uplift in brand interest that counts: 73.1%.

An integrated campaign created and executed with the sponsored Tele2 Snapchat Lens. Going from Snapchat ads to a music video to outdoor. From trams to social to radio (yes, even radio). All eyes and ears where on the Super Super Super Selfie Lens. With Snapchat at the heart of the campaign, and every other possible media coming from it, we were able to reach all target groups. Everybody in the Netherlands. Even the audience hardest to reach: the audience with their eyes glued to their mobile device all day long.

Our main target group for this campaign was the audience hardest to reach: the new generation with their eyes glued to their mobile devices. We seriously wanted to get through to them with something they really need: a Super Super Super Selfie. Everybody loves to share selfies. Especially this target group. But taking perfect selfies can take a lot of time. Getting the right lighting, the perfect angle, and the best expression. Research shows the average time spend on perfect selfies is more than five hours a week. That’s why Tele2 presents the Super Super Super Selfie Snapchat Lens. But, we wouldn't be Tele2, if we didn't want everyone else to join the party as well. With Snapchat at its core, we aimed to involve all other target groups, even the ones without Snapchat.