Campaign details
Brand: Telekom Electronic BeatsBrand owner: Deutsche TelekomAgency: MediaComCountry: Europe
Executive Summary
We turned Deutsche Telekom's brand colour, magenta, into a new media channel. Through a partnership with the band Gorillaz, we served custom content on any magenta canvas via an app.
Challenge & Business Objectives
All telco networks face similar problems: even though phones are people's most cherished possession, telcos are increasingly seen as a commodity, exacerbated by the fact that the product is technically invisible.
Consumers often only care about their providers when phones aren't functioning, which makes branding challenging,...