Saatchi & Saatchi’s mantra is Nothing is Impossible. Its London office has turned that into a promise true for client, Deutsche Telekom.
The pair have created a new medium for entertainment – the colour magenta.
The medium relies on their Lenz App, that changes the way content can be viewed. It enables anything magenta to become a viewable screen.
The mobile app has been created especially for Telekom Electronic Beats, Deutsche Telekom‘s music and lifestyle program and will launch with British virtual band, Gorillaz.
So during the night of April 19 in Europe, magenta began to take over the landscape – an abandoned building, Potter’s Field Park, an underground pass and even some London taxis – screening exclusive Gorillaz content, artwork, videos and new music. In addition, special magenta objects and areas branded with the Magenta Electronic Beats logo are being dotted around Europe and will trigger even more exciting footage, clips and performances.
The app uses Chroma Keying technology, identifying colours in the real world that are similar or match magenta to activate the app and content for the viewer. Whatever the magenta surface – a computer screen, framed image or door – by placing a phone in front of it, it will reveal the exclusive Gorillaz content.
The campaign concept was created using Saatchi & Saatchi London’s insight that while brand colours have historically been used as the main distinguisher between competitor network providers, these colours have become wallpaper and have declined in relevance. The Lenz App’s magenta is the colour of Deutsche Telekom reinvigorating its power to be a mnenomic for the brand.
Deutsche Telekom formed a partnership with Gorillaz to help connect it with its least engaged customer group, Millennials. The band resonates most with 18-34 year olds. The partnership includes the first ever-live interview with the band using motion capture and composition technology, and exclusive clips from the first ever-live performance of the brand’s new studio album, Humanz. This summer, Telekom Electronic Beats and Gorillaz will also be holding exclusive gigs across Poland, Hungary and Germany with content from selected shows streamed live via the App.
Watch the case study video here.
Jan Teulingkx, regional executive creative director at Saatchi & Saatchi commented, “A virtual brand can literally pop up anywhere. And we took this very literally…anything magenta is a portal for Gorillaz to come to our world. A post-it note, a magenta t-shirt, an out-of-date strawberry yoghurt… with The Lenz App they are turned into screens for Electronic Beats content. Soon, you’ll be able to see your first live concert on a magazine ad, or discover a new release somewhere on a wall in Warsaw… Anything is possible on magenta from now on.”
“The Lenz App is a great example of how the power of connected mobile technology can be used to unlock a whole new dimension of music,” added Wolfgang Kampbartold, vice president of international marketing communications at Deutsche Telekom.
“Innovative new AR applications such as the App allow us to blend one dimension with another to create something entirely new and never seen before, allowing fans to experience a level of depth and discovery previously unimaginable.”
The Lenz App is available for free to download from the App store and Google Play. Exclusive Gorillaz content will continue to be released in the lead up to their latest album launch on April 28 with more planned throughout the year.
Its digital campaign will include a 90 second film, which will introduce The Lenz App and feature the first track from the Gorillaz new album, Charger, exclusively until the official album launch on April 28. A 20 second and three 10 second cut downs will also appear on both TV and online.
Fans will also get a mobile call that appears to be from Murdoc (Niccals), the Gorillaz’ official bass player and founder. If answered, Murdoc will have a short message for them to listen to. Other campaign elements will include print, social, OOH, DOOH, PR and an influencer outreach program happening at launch.
Advertising agency: Saatchi & Saatchi London
Regional executive creative director: Jan Teulingkx
Creative directors: Franki Goodwin & Will John
Creatives: Bruno Di Lucca Goncalves, Tom Cleeland & Will Millner, Harriet Ronn & Barney Spiro
Head of design: Bruno Di Lucca Goncalves
Design leads: Daniel Reeve, Talveer Uppal & Tomek Drozdowski
Head of planning: Sam Wise
Agency producer: Lisa Mason
Clare Shaw (International Client Services Director)
Sam Grischotti (Business Leader)
Vitor Forte (Account Manager)
Anne Schlicht (Freelance Account Director)
Project manager: Hitomi Kato-Moore
Media buying agency: Mediacom
PR agency: Proud Robinson
Film production company: Strangelove
Director: Papaya Dog @ Strangelove/Spindle
Executive producers: Tai Thittichai & Sophia Rothbart
Producer: Rhun Francis
Animation production company: Passion Pictures
Producer: Matt Saxton
Executive producer: Cara Speller
Editor: Papaya Dog & Ben Crook @ Speade
Post-production company: Coffee & TV
Audio post-production: Sam Farr @ Ravenscourt Studios