Deutsche Telekom
Client: Deutsche Telekom
Agency: Elbkind Reply
My Creative Services:
Concept, Art Direction,
Editorial Planning
CD: Yushu Zopf
Senior AD: Ricarda Lutz
Client Lead: Seb Hartmann
Year: 2022
"The more you are, the cheaper it gets" was the core message of Telekom's nationwide campaign launched on July 1st, 2022. The campaign introduced the new MagentaMobil plans for mobile customers, offering more data volume and additional price advantage, based on a simple principle: the more additional SIM cards added to a primary contract, the lower the aversage cost per person.
The campaign was brought to life through a series of lovingly crafted films that spotlight the residents of a neighborhood full of different households, relationships, and family constellations. Each story was visualized in a unique aesthethic, using a mix of 2D animation, 3D, and stop-motion, reflecting the diversity and individuality of people living in Germany today.
Characters
A multi-channel campaign rollout across online, social, out-of-home, print, and Telekom retail channels supported the TVC. Additional films followed troughout the campaign, each highlighting specific products and price benefits tailored to different customer needs.
With contemporary formats such as memes, real-time content, and FAQ-based storytelling, we brought the offer closer to the audience in a playful and relatable way. The experience was rounded off with a wide range of stickers that customers could use across WhatsApp and social media to share and interact with the campaign.
AR Live Experience
A highlight at the start of the campaign was a multimedia XXL installation on Düsseldorf's Kö, designed to draw the passersby's attention and turn them into active participants. From July 1st to July 4th, Telekom invited people on the street to step into the experience and interact with campaign-inspired avatars on an impressive 72 sqm LED wall.
The characters were brought to life through a game engine connected to a depth camera that tracked movement in real time. The silhouette of each participant was isolated using AI-powered filtering and translated onto a virtual character, instantly reflecting their gestures on screen. Anyone who wanted to could record a short video of their performance and share it across social media, transforming street curiosity into playful engagement and amplifying the campaign beyond the physical space.
Memes
Sticker & Gifs
Social Media Content
