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A new media channel created using the colour magenta

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 content.
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. Increasingl, 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.
Jan Teulingkx, Regional Executive Creative Director at Saatchi & Saatchi said, “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,” said 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.”
Launching across Europe, 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 28th with more planned throughout the year.
The digitally-weighted campaign will include a 90” film which will introduce The Lenz App and exclusively feature the first track from the Gorillaz new album, Charger, until the official album launch on April 28th. 20” and three 10” cut downs will also appear on both TV and online.
Fans will also get to experience an innovative online advertising format on their mobile device which will appear as if Murdoch is calling them. If answered, Murdoch will reveal 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.
The Lenz App is available globally for iOS and Android devices and can be downloaded now for free from the App store and Google Play.
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For more information, visit www.electronicbeats.net/gorillaz  

Mood Stockholm Sets Up the Unswipeable Dating Ads

In today’s speedy dating climate, it’s not easy to stand out in the search for love. Especially not when you live in Stockholm, the most single crowded capital in the world. But what would happen if you got the largest and most stylish dating ad in the world?  Mood Stockholm, a shopping mall in the heart of the city, recruited four ‘singles’ to promote the mall and themselves.  They gave them a new stylish wardrobe, a photo shoot and a 4m x 3m large dating ad in subway stations around Stockholm. Created by Advertising agency Volt, Sweden
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Via: Bestads

Google’s Mobile Campaign is New York’s Own Scavenger Hunt

Google has unveiled a delightful ad campaign in the form of playful mini installations placed in outdoor spaces around New York City.
Located in well-known and familiar establishments like Katz’s Delicatessen and Top Of The Rock, the ads pose questions relating to their surroundings, accompanied by the Google mobile app logo.
The campaign was conceived by agency 72andSunny to promote the search engine giant’s revamped mobile app, and involved extensive collaboration with numerous organizations and companies to bring it to life.
Via: Design Taxi

L’Oreal Digital Shift for Real-Time Beauty Application

L’Oreal’s Makeup Genuis App offers a virtual experience for cosmetics. The app allows potential customers to see themselves wearing makeup that isn’t already applied in real life. Instantly try on different shades and shadows at the quick tap of a button by applying makeup to your reflection. When you hold your smartphone up, the preferred lip gloss, eye-shadow or bronzer moves along with your facial expressions while taking into effect the surrounding light.
Virtual cosmetics is a mess-free experience developed by a team of scientists and engineers in the company’s Connected Beauty Incubator. The team of 15 built out the app over two years, testing eye, lip and cheek products on hundreds of models with various skin types and colors. They put the models under 400 different lighting conditions to capture the natural change in shade and texture. Over 100,000 images were taken to differentiate the makeup from real-life and digital. According to Bloomberg Businessweek, Makeup Genius is the company’s most advanced digital production to date.
There’s no denying the app is head of the curve when it comes to beauty technology. Users can browse and ‘try-on’ different looks from makeup artists or scan any in-store product to see how it models through the screen. App users can share their favorite looks or designs with their friends and social networks for fun or to gather feedback on their new look.
Makeup Genius is available in France and the U.S., and has reportedly 1.7 million downloads to date. Makeup Genius is available for iOS download in the App store.
Via: psfk