Launching today, the iconic Deutsche Telekom colour magenta has been harnessed to create
a new medium for entertainment. Created by Saatchi & Saatchi London and Deutsche
Telekom, The Lenz App changes the way content can be viewed, bringing about a new way
to consume entertainment and enabling 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.
Across Europe magenta takeovers appeared overnight launching the innovative AR
application, The Lenz App. An abandoned building, Potter’s Field Park, an underground pass
and even some London taxis have all been christened in a purple and pink hue. In addition,
special magenta objects and areas branded with the Magenta Electronic Beats logo, dotted
around Europe will trigger even more exciting footage, clips and performances.
Showcasing exclusive Gorillaz content, artwork, videos and new music, the App acts as a
portal to a new dimension in music and entertainment. Using Chroma Keying technology, it
works by 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
The campaign concept was created using insight garnered by Saatchi & Saatchi London that
brand colours have historically been used as the main distinguisher between competitor
network providers. Increasingly these colours have become wallpaper and have declined in
relevance. The solution was The Lenz App - to create a stronger customer connection with
magenta – the colour of Deutsche Telekom – and to make people look at the colour in a
whole new way.
To launch the service and target Deutsche Telekom’s least engaged customer group,
Millennials, a partnership was formed with Gorillaz - a band who continue to resonate most
with 18-34 year olds. Through the App, the world’s biggest virtual band has become
accessible in the real world.
The partnership will see 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 being streamed live via the App.