| Title | WHAT WE DO NEXT |
| Brand | DEUTSCHE TELEKOM |
| Product/Service | DEUTSCHE TELEKOM |
| Category |
E05. Influencer / Talent |
|
Entrant
|
SAATCHI & SAATCHI London, UNITED KINGDOM
|
|
Idea Creation
|
SAATCHI & SAATCHI London, UNITED KINGDOM
|
|
Media Placement
|
EMETRIQ Hamburg, GERMANY
|
|
Media Placement 2
|
WPP TEAM MAGENTA Dusseldorf, GERMANY
|
|
PR
|
PROUD ROBINSON Brighton, UNITED KINGDOM
|
|
Production
|
SOMESUCH London, UNITED KINGDOM
|
|
Production 2
|
FACTORY London, UNITED KINGDOM
|
|
Production 3
|
SOMESUCH Los Angeles, USA
|
|
Production 4
|
PAPAYA FILMS Warsaw, POLAND
|
|
Post Production
|
ELECTRIC THEATRE COLLECTIVE London, UNITED KINGDOM
|
|
Post Production 2
|
PRODIGIOUS London, UNITED KINGDOM
|
Credits
| Kate Stanners |
Saatchi & Saatchi |
Chairwoman & Global Chief Creative Officer |
| Guillermo Vega |
Saatchi & Saatchi |
Chief Creative Officer |
| Franki Goodwin |
Saatchi & Saatchi |
Creative Director |
| Will John |
Saatchi & Saatchi |
Creative Director |
| Mia Silverman |
Saatchi & Saatchi |
Creative |
| Francesco Grandi |
Saatchi & Saatchi |
Creative |
| Ally Dean |
Saatchi & Saatchi |
Agency Producer |
| Jodie Sibson |
Saatchi & Saatchi |
Agency Producer |
| Nayab Malik |
Saatchi & Saatchi |
Creative Producer |
| Sam Wise |
Saatchi & Saatchi |
Planning Director |
| Mathieu Abet |
Saatchi & Saatchi |
Planning Manager |
| Laura Pugh |
Saatchi & Saatchi |
Planning Manager |
| Clare Shaw |
Saatchi & Saatchi |
International Client Services Director |
| Anne Schlicht |
Saatchi & Saatchi |
Business Leader |
| Terri Turner |
Saatchi & Saatchi |
Account Director |
| Cali Fish |
Saatchi & Saatchi |
Account Manager |
| Talveer Uppal |
Saatchi & Saatchi |
Design Lead |
| Nicholas Pires |
Saatchi & Saatchi |
Designer |
| Vincent Haycock |
Somesuch |
Director |
| Elly Camisa |
Somesuch |
Producer |
| Tash Tan |
Somesuch |
Executive Producer |
| Max Harrison |
Somesuch |
Project Manager |
| Mátyás Erdély |
N/A |
Director Of Photography |
Background
Deutsche Telekom, like many established telcos, recognised that their younger audience was less engaged. They wanted to address that issue and bridge the generation gap. Our brief was to rejuvenate the main DT brand and do that by building an authentic relationship with Gen Z.
Describe the strategy
We carried out multi-market qual research to understand Gen Z attitudes. The more we dug into their lived experience the more we discovered a central tension which pivoted around the connected technology DT provides. On the one hand there is a familiar characterisation of Gen Z as a screen obsessed, entitled, fragile and narcissistic generation: i-Gen, a generation ruined by the combination of smartphones. But on the other hand, we found a generation coming together through technology to successfully tackle many universal problems that they have inherited from previous generations. Problems like the environment, racial and sexual inclusion and the rapid disruption of the world of work. This tension is felt as an injustice by our audience. Our approach was to publicly resolve this tension using an artist who more than any other in the world has come to represent the power, creativity and originality of this generation: Billie Eilish.
Describe the execution
Gen Z can spot inauthenticity a mile off so it was crucial we told real stories. We found 6 inspirational young talents, all who stood for something close to Gen Z’s heart. We created a film that brought their stories to life, heroed by the ultimate voice of their generation. We launched across 9 European markets on UN International Youth Day, kicking off with Billie Eilish sharing the film with her 68m followers. Our talent amplified the launch across their social followings and the film was shared by Gen Z worldwide. Cut downs of our film targeted Gen Z in paid social across Europe, supported by bespoke Instagram content and an exclusive BTS interview featuring Billie and our ensemble.Our second phase kicked off on 2nd September with our #whatwedonext challenge, partnering with influential influencers across Europe. Shortvideos spotlighting inspirational Gen Z stories were rolled out across paid media.
List the results
The campaign generated over 1 billion impressions across paid & earned media; on social media, online and PR. The What We Do Next film has been viewed over 103 Million times, resonating strongly with the core Gen Z audiences, with responses on YouTube such as “this is such an important topic, I’m proud of Billie for speaking about it” but also earned positive reactions beyond the target audience “You kids of today,helped me open my eyes. You give me hope.”The launch of the campaign generated over 350 pieces of editorial coverage across Europe, with 100% brand attribution and 97% positive or neutral sentiment. Brand visibility more than tripled after the start of the campaign and Telekom Electronic Beats social channels saw a 14% growth within Gen Z on Instagram following and a 9% growth on it’s YouTube channel.