ClientTELE 2
Category G01. Integrated Mobile Campaigns
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, and they spend an average of 5 hours and 36 minutes per week on creating it, why not give them the most kissable lips, puppiest eyes and jaw-dropping cheekbones, in only a few seconds? We created the maddest selfie Lens ever and asked popstar singer and selfie queen of the Netherlands, Roxeanne Hazes, to write a song about it. And star in the music video shot with the Super Super Super Selfie Lens. With the music video and footage from the first 24 hours the Lens was live, we created a campaign that ran for 90 days. Going from Snapchat ads to a music video to outdoor. To trams to social to radio (yes, even radio). And everybody was invited to snap in. A fully integrated national campaign for all target groups, 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.) 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%.

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.