Deutsche Telekom: The Lenz – Unleashing Magenta

Through a partnership with band Gorillaz, Deutsche Telekom turned its brand colour into a media channel and increased engagement with millennials in Europe.

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,...

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Insights Team
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