案例简介：概要 所有网络都面临类似的问题: 它们越来越被视为一种商品。这就是网络品牌如此重要的原因。与每个电信公司一样，德意志电信以其品牌颜色洋红色而闻名。但是越来越多的，甚至这也变成了墙纸; 尤其是对我们最年轻、参与最少的观众来说。Telekom Electronic Beats 是一个音乐生活方式营销项目，旨在弥合这种参与差距。自 2000 以来，Telekom Electronic Beats 以 electronicbeats.net 为核心，创造了一个音乐体验的宇宙。我们能使用 Telekom Electronic Beats 来重新定位洋红色能为新一代人做些什么吗？ 所以我们把品牌颜色变成了音乐和生活方式内容出现的门户，当我们浏览应用程序时,伦兹。因此，我们最强大的视觉品牌资产，我们的洋红色，变成了一个理想的媒介？最重要的是，我们推出了世界上最大的虚拟乐队: Gorillaz。 执行 我们以一种大的方式推出 -- 洋红色收购，以及世界上第一次现场卡通采访; 所有这些都受到了公关媒体的大力推动。一夜之间，洋红色门户出现在整个欧洲。当欧洲人意识到一个新的洋红色现实时，我们传达了我们的关键信息: “用伦茨释放戈里拉兹”。现在下载!跨哦，数字，社会，影响者和印刷。互联网上播了一部电影，揭示了 Gorillaz 和 Telekom 的伙伴关系以及 Lenz 的存在。我们创建了一个活动，使我们能够发布地理位置的优惠、生活方式和音乐内容。我们的 11 mar 市场可以提供一个完全一体化的参与活动，只需一个洋红色涂料的喷雾罐。然而，随着活动的进展，最激动人心的 “活动元素” 实际上是用户自己通过社交媒体上传的元素:洋红色入口，形状为头发、袜子、指甲、嘴唇和婴儿姐妹。 战略 为了建立我们与欧洲年轻人的关系，他们是出了名的品牌怀疑论者，我们需要一个真正引人注目的、具有广泛吸引力的合作伙伴。我们与永远年轻的虚拟乐队 Gorillaz 合作。真正的乐队有这么大的粉丝，但是 Gorillaz 从来没有变老。他们随着现有技术的发展而发展，他们的虚拟本质对于一个试图赢得 “千禧一代之间的数据之战” 的电信公司来说是一个优势。如果你只有洋红色，很难与杰米 · 休利特的视觉魔力竞争。我们决定做些什么，而不是试图与专业演员分享舞台革命。我们用我们的颜色成为舞台。通过接触数百万欧洲年轻人和他们口袋里的智能手机，我们有了完美的解决方案。只有网络技术才能把色彩变成娱乐平台。 结果 在最初的两周里，在我们的市场活动开始之前，我们基于公关和有机接触，有 1400万个印象，800,000 个有机视频视图，2700 个社交提及,在几乎没有媒体支持的情况下，Lenz 应用程序已经在欧洲 55,100 部手机上使用了。但更重要的是，我们出现在从袜子到标志性建筑的所有东西上，无论在哪里找到颜色，我们都在劫持颜色。甚至还有其他品牌的广告，他们厚颜无耻地使用我们的颜色。我们在 Pitchfork 、 BBC 、滚石等地展出，总共获得了 20 万英镑的媒体覆盖。但最终，我们最重要的投资回报率是我们无法衡量的 -- 我们创造了多少个媒体渠道？潜在的数百万: 无论你在哪里看到洋红色，Telekom Electronic Beats 都会以最游击的方式为你带来 Gorillaz 和当地产品。 活动描述 我们需要给我们的品牌颜色一个全新的含义。我们将品牌中最令人兴奋的部分 -- Telekom 电子节拍音乐内容 -- 与最严格的部分 -- 品红色联系在一起。通过一个简单的 chroma-key AR 应用程序，所有的品红都变成了一个入口，Gorillaz 的内容将通过这个入口进入我们的世界。首先，我们把世界变成了洋红色: 喷泉、建筑、草地、电车。并通过它流式传输独家内容和地理位置优惠。一夜之间，我们通过品牌色彩创建了自己的媒体渠道。然后，我们让粉丝们明白，任何洋红色的东西都可以让他们访问新内容。没有花一分钱，我们已经重新利用了我们整个现有的品牌，只是重新语境化它的使用,创造了一个全新的娱乐维度: 从聚集在洋红色建筑和喷泉周围的人到在纸上绘制洋红色正方形 -- 我们通过触摸点分享独特的内容，这些触摸点是我们独有的: 我们的颜色。

案例简介：Synopsis All networks face similar problems: they are increasingly being seen as a commodity. This is what makes network branding so important. As with every telco, Deutsche Telekom are famous for their brand color: magenta. But increasingly, even that’s becoming wallpaper; especially for our youngest, least engaged audiences.Telekom Electronic Beats, a music-lifestyle marketing programme, exists to bridge this engagement gap. Since 2000 Telekom Electronic Beats has created a universe of music experiences with electronicbeats.net at its heart.Could we use Telekom Electronic Beats to repurpose the idea of what magenta could do for a whole new generation of people?So we turned the brand colour into portals through which music & lifestyle content would appear, when looked through our app, The Lenz. Thus repurposing our strongest visual brand asset, our magenta colour, into a desirable medium?To top it off, we launched it with world’s biggest virtual band: Gorillaz. Execution We launched in a big way — with magenta takeovers, and the world’s first live cartoon interview; all with a heavy PR-media push. Overnight, magenta portals appeared across Europe. And as Europeans woke up to a new magenta reality, we drove our key message: ‘Release Gorillaz with The Lenz. Download now!’ across OOH, digital, social, influencers and print. A film was seeded across the Internet revealing the Gorillaz and Telekom partnership and the existence of The Lenz. We had created a campaign that enabled us to release geo-located offers, lifestyle and music content.Our 11 markets could deliver a fully integrated participative campaign, with just a spray can of magenta paint.As the campaign progressed, however, the most exciting ‘campaign elements’ were actually the ones that users themselves uploaded across social media: magenta portals in the shape of hair, socks, nails, lips, and baby sisters. Strategy To build our relationship with Europe’s youngsters, who are notoriously brand sceptic, 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 Gorillaz never age. They evolve with existing technology and their virtual nature is a plus for a telco trying to win ‘the data battle among millennials’.In a partnership with such a compelling and loved band it would be easy to be overshadowed.It’s hard to compete with Jamie Hewlett’s visual magic if you only have magenta.Rather than trying to share the stage with professional performers we decided to do something revolutionary. We used our colour to become the stage.With access to millions of European youngsters and the smartphones in their pockets, we had the perfect solution. Only network technology can turn a colour into an entertainment platform. Outcome In the first two weeks, before the launch of our market campaigns, we have, based on PR and organic reach, 14 million impressions, 800,000 organic video views, 2700 social mentions, and with minimal media support the Lenz app is already on 55,100 phones across Europe.But more importantly we were present on everything from socks to iconic buildings, hijacking our colour wherever it was found. Even ads from other brands who’ve had the audacity to use our colour. We featured in Pitchfork, BBC, Rolling Stone and more for a total earned media reach of €20m. But ultimately, our most important ROI is the one we can’t measure — how many media channels we created? Potentially millions: Wherever you see magenta, Telekom Electronic Beats are bringing you Gorillaz and local product offers in the most guerrilla way imaginable. CampaignDescription We needed to give a whole new meaning to our brand colour. We linked the most exciting part of the brand –Telekom Electronic Beats music content – with the most rigid one, magenta.Through a simple chroma-key AR app, everything magenta became a portal through which Gorillaz content would enter our world. First, we turned the world magenta: fountains, buildings, grass, trams. And streamed exclusive content & geo-located offers through it.Overnight, we created our very own media channel through our brand colour.Then, we made fans understand that anything magenta would enable them to access new content.Without spending a penny we had re-purposed our entire existing brand, simply be re-contextualising the use of it, and created a whole new dimension of entertainment: from people gathering around magenta buildings & fountains to drawing magenta squares on paper — we shared unique content through touch points that were uniquely ours: our colour.

释放的洋红色 | Magenta Unleashed

案例简介：概要 所有网络都面临类似的问题: 它们越来越被视为一种商品。这就是网络品牌如此重要的原因。与每个电信公司一样，德意志电信以其品牌颜色洋红色而闻名。但是越来越多的，甚至这也变成了墙纸; 尤其是对我们最年轻、参与最少的观众来说。Telekom Electronic Beats 是一个音乐生活方式营销项目，旨在弥合这种参与差距。自 2000 以来，Telekom Electronic Beats 以 electronicbeats.net 为核心，创造了一个音乐体验的宇宙。我们能使用 Telekom Electronic Beats 来重新定位洋红色能为新一代人做些什么吗？ 所以我们把品牌颜色变成了音乐和生活方式内容出现的门户，当我们浏览应用程序时,伦兹。因此，我们最强大的视觉品牌资产，我们的洋红色，变成了一个理想的媒介？最重要的是，我们推出了世界上最大的虚拟乐队: Gorillaz。 执行 我们以一种大的方式推出 -- 洋红色收购，以及世界上第一次现场卡通采访; 所有这些都受到了公关媒体的大力推动。一夜之间，洋红色门户出现在整个欧洲。当欧洲人意识到一个新的洋红色现实时，我们传达了我们的关键信息: “用伦茨释放戈里拉兹”。现在下载!跨哦，数字，社会，影响者和印刷。互联网上播了一部电影，揭示了 Gorillaz 和 Telekom 的伙伴关系以及 Lenz 的存在。我们创建了一个活动，使我们能够发布地理位置的优惠、生活方式和音乐内容。我们的 11 mar 市场可以提供一个完全一体化的参与活动，只需一个洋红色涂料的喷雾罐。然而，随着活动的进展，最激动人心的 “活动元素” 实际上是用户自己通过社交媒体上传的元素:洋红色入口，形状为头发、袜子、指甲、嘴唇和婴儿姐妹。 战略 为了建立我们与欧洲年轻人的关系，他们是出了名的品牌怀疑论者，我们需要一个真正引人注目的、具有广泛吸引力的合作伙伴。我们与永远年轻的虚拟乐队 Gorillaz 合作。真正的乐队有这么大的粉丝，但是 Gorillaz 从来没有变老。他们随着现有技术的发展而发展，他们的虚拟本质对于一个试图赢得 “千禧一代之间的数据之战” 的电信公司来说是一个优势。如果你只有洋红色，很难与杰米 · 休利特的视觉魔力竞争。我们决定做些什么，而不是试图与专业演员分享舞台革命。我们用我们的颜色成为舞台。通过接触数百万欧洲年轻人和他们口袋里的智能手机，我们有了完美的解决方案。只有网络技术才能把色彩变成娱乐平台。 结果 在最初的两周里，在我们的市场活动开始之前，我们基于公关和有机接触，有 1400万个印象，800,000 个有机视频视图，2700 个社交提及,在几乎没有媒体支持的情况下，Lenz 应用程序已经在欧洲 55,100 部手机上使用了。但更重要的是，我们出现在从袜子到标志性建筑的所有东西上，无论在哪里找到颜色，我们都在劫持颜色。甚至还有其他品牌的广告，他们厚颜无耻地使用我们的颜色。我们在 Pitchfork 、 BBC 、滚石等地展出，总共获得了 20 万英镑的媒体覆盖。但最终，我们最重要的投资回报率是我们无法衡量的 -- 我们创造了多少个媒体渠道？潜在的数百万: 无论你在哪里看到洋红色，Telekom Electronic Beats 都会以最游击的方式为你带来 Gorillaz 和当地产品。 活动描述 我们需要给我们的品牌颜色一个全新的含义。我们将品牌中最令人兴奋的部分 -- Telekom 电子节拍音乐内容 -- 与最严格的部分 -- 品红色联系在一起。通过一个简单的 chroma-key AR 应用程序，所有的品红都变成了一个入口，Gorillaz 的内容将通过这个入口进入我们的世界。首先，我们把世界变成了洋红色: 喷泉、建筑、草地、电车。并通过它流式传输独家内容和地理位置优惠。一夜之间，我们通过品牌色彩创建了自己的媒体渠道。然后，我们让粉丝们明白，任何洋红色的东西都可以让他们访问新内容。没有花一分钱，我们已经重新利用了我们整个现有的品牌，只是重新语境化它的使用,创造了一个全新的娱乐维度: 从聚集在洋红色建筑和喷泉周围的人到在纸上绘制洋红色正方形 -- 我们通过触摸点分享独特的内容，这些触摸点是我们独有的: 我们的颜色。

释放的洋红色 | Magenta Unleashed

案例简介：Synopsis All networks face similar problems: they are increasingly being seen as a commodity. This is what makes network branding so important. As with every telco, Deutsche Telekom are famous for their brand color: magenta. But increasingly, even that’s becoming wallpaper; especially for our youngest, least engaged audiences.Telekom Electronic Beats, a music-lifestyle marketing programme, exists to bridge this engagement gap. Since 2000 Telekom Electronic Beats has created a universe of music experiences with electronicbeats.net at its heart.Could we use Telekom Electronic Beats to repurpose the idea of what magenta could do for a whole new generation of people?So we turned the brand colour into portals through which music & lifestyle content would appear, when looked through our app, The Lenz. Thus repurposing our strongest visual brand asset, our magenta colour, into a desirable medium?To top it off, we launched it with world’s biggest virtual band: Gorillaz. Execution We launched in a big way — with magenta takeovers, and the world’s first live cartoon interview; all with a heavy PR-media push. Overnight, magenta portals appeared across Europe. And as Europeans woke up to a new magenta reality, we drove our key message: ‘Release Gorillaz with The Lenz. Download now!’ across OOH, digital, social, influencers and print. A film was seeded across the Internet revealing the Gorillaz and Telekom partnership and the existence of The Lenz. We had created a campaign that enabled us to release geo-located offers, lifestyle and music content.Our 11 markets could deliver a fully integrated participative campaign, with just a spray can of magenta paint.As the campaign progressed, however, the most exciting ‘campaign elements’ were actually the ones that users themselves uploaded across social media: magenta portals in the shape of hair, socks, nails, lips, and baby sisters. Strategy To build our relationship with Europe’s youngsters, who are notoriously brand sceptic, 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 Gorillaz never age. They evolve with existing technology and their virtual nature is a plus for a telco trying to win ‘the data battle among millennials’.In a partnership with such a compelling and loved band it would be easy to be overshadowed.It’s hard to compete with Jamie Hewlett’s visual magic if you only have magenta.Rather than trying to share the stage with professional performers we decided to do something revolutionary. We used our colour to become the stage.With access to millions of European youngsters and the smartphones in their pockets, we had the perfect solution. Only network technology can turn a colour into an entertainment platform. Outcome In the first two weeks, before the launch of our market campaigns, we have, based on PR and organic reach, 14 million impressions, 800,000 organic video views, 2700 social mentions, and with minimal media support the Lenz app is already on 55,100 phones across Europe.But more importantly we were present on everything from socks to iconic buildings, hijacking our colour wherever it was found. Even ads from other brands who’ve had the audacity to use our colour. We featured in Pitchfork, BBC, Rolling Stone and more for a total earned media reach of €20m. But ultimately, our most important ROI is the one we can’t measure — how many media channels we created? Potentially millions: Wherever you see magenta, Telekom Electronic Beats are bringing you Gorillaz and local product offers in the most guerrilla way imaginable. CampaignDescription We needed to give a whole new meaning to our brand colour. We linked the most exciting part of the brand –Telekom Electronic Beats music content – with the most rigid one, magenta.Through a simple chroma-key AR app, everything magenta became a portal through which Gorillaz content would enter our world. First, we turned the world magenta: fountains, buildings, grass, trams. And streamed exclusive content & geo-located offers through it.Overnight, we created our very own media channel through our brand colour.Then, we made fans understand that anything magenta would enable them to access new content.Without spending a penny we had re-purposed our entire existing brand, simply be re-contextualising the use of it, and created a whole new dimension of entertainment: from people gathering around magenta buildings & fountains to drawing magenta squares on paper — we shared unique content through touch points that were uniquely ours: our colour.

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释放的洋红色 | Magenta Unleashed

暂无简介