deutsche telekom

My Creative Services:
Concept, Art Direction,
Editorial Planning
Client: Deutsche Telekom
Agency: Elbkind Reply
CD: Yushu Zopf
Senior AD: Ricarda Lutz
Client Lead: Seb Hartmann
Year: 2022

"The more you are, the cheaper it gets." This was the message of Telekom's new campaign, which was launched on July 1st, 2022. The focus is on the new MagentaMobil rates for mobile customers. They got introduced in parallel with the campaign. The rate plans include more data volume and additional price benefits, in line with the principle that the more additional cards booked for the main contract, the cheaper it will be on average per person.

The campaign is accompanied by lovingly designed spots that focus on the residents of
a street. These are visualized differently by working with 2D, 3D, and stop motion. They are meant to reflect the diversity of families and individuals living in Germany.

The TVC was supported by a 360-degree campaign. It was played out online, social, out-of-home, print, and in Telekom stores. Further films will follow in the course of the campaign, each focusing on specific products and price benefits for different customer needs.

With up-to-date formats like memes, real-time content and FAQs, we succeeded in bringing the product closer to the target group in a playful and charming way. We rounded it all off with plenty of stickers that customers could use on WhatsApp and social media.

Characters

AR Live Experience

A special highlight at the start of the campaign was a multimedia XXL installation on Düsseldorf's Kö. From July 1st to 4th, Telekom invited passers-by to interact with campaign-style avatars on an impressive 72 sqm LED wall.

The characters were created using a game engine connected to a depth camera that detects people's movements live. The image of a person in front of the LED wall was isolated via "Artificial Intelligence Filtering" and transferred to the virtual character in real-time. Those who wanted to could have a short video recording made out of their performance and share it on their own social media channels.