Telekom Electronic Beats
Is the sound of a festival limited to its location?
- Brand Experience
- Content Marketing
Young people are a target group of key importance to Magyar Telekom, but reaching and addressing Millennials is a major challenge as it is difficult to forge emotional bond with this generation. Progressive was tasked with creating an integrated campaign to maintain the interest of young people before and during the summer festival season, increasing brand awareness and pushing the brand in a more inspiring, community-driven direction.
Magyar Telekom introduced the dedicated Telekom Electronic Beats platform in 2017 to address and inspire the Millennial generation. As members of this group consume content almost exclusively online, we structured all digital activity and content generation under the umbrella of Telekom Electronic Beats. The main objective of the activities was to show how the festival experience can become even more exciting and complete through the brand. The first phase of the campaign was built around Gorillaz, the world’s best known virtual band, and a special app. By using it, young people were able to enter a new dimension of music and gain access to special Gorillaz content through any magenta surface. The second phase, we made the festival experience more complete and intense with exclusive content generated at the venue, including Facebook Live interviews, Instagram posts and promotion activities. The core visual element of the concept, the heart, appeared on Magyar Telekom’s on-site elements, its social media posts and on content created by festival-goers.
The integrated Telekom Electronic Beats campaign successfully addressed the Millennials target group and met their needs, producing outstanding results. The Lenz app was downloaded by almost 9,000 users, while the roadshows and festivals reached more than 840,000 people and 3,000 users were activated during these events. Our YouTube clip was watched by 86,000 individual users, and we reached more than 750,000 people with our Instagram and Snapchat content. In total, therefore, the branded content and brand experience activity earned over a million views for the brand.