2016-2017戛纳狮-促销类-D02组 铜奖 2016 - 2017戛纳狮 – 钛狮 - A01组 – 入围奖 为了使更多用户下载APP， 德国电信将他们的logo的洋红色与 Gorillaz虚拟乐队相结合，来看看他们无限的创意设计。 MAGENTA UNLEASHED DEUTSCHE TELEKOM | SAATCHI & SAATCHI | 2017Promo And Activation - D02 Use of Mobile Strategy To build our relationship with Europe’s youngsters we needed a partner who would be truly compelling with broad appeal. We partnered with the forever-youthful virtual band Gorillaz. Real bands have fans that age with them, but the cartoon-drawn Gorillaz never age; and typically partner up with contemporaries who capture the zeitgeist, which keeps them relevant to youth audiences. In a partnership with such a compelling and loved band it would be easy to be overshadowed, forgotten or even rejected. Our strategy revolved around the need to be an important, welcome and visible part of things.Rather than trying to share the stage with professional performers we decided to do something revolutionary. If we couldn’t be the content, maybe we could be the media channel.With access to millions of European youngsters and the smartphones in their pockets, we had the perfect solution.   Execution In order to drive downloads we needed the app to become famous by getting the campaign on everyone’s lips. So we launched in a big way — with magenta takeovers, and the world’s first live cartoon interview; all with a heavy PR-media push. Suddenly magenta portals appeared across Europe and Europeans woke up to a new magenta reality that drove our key message: ‘Release Gorillaz with The Lenz. Download now!’A message we delivered across OOH, digital, social with local influencers and print. Spearheaded by our app trailer, seeded across the Internet revealing the Gorillaz and Telekom partnership as being behind these iconic canvasses, we had created a campaign that enabled us to release geo-located product offers and Ele