What We Value campaign on 12 European markets
CLIENT
Deutsche Telekom AG
YEAR
2022
MY ROLE
Experience Lead
PARTNERS
Publicis Sapient Germany
Saatchi & Saatchi London, UK
The platform uses connected technology to amplify young people’s impact on today’s world. The campaign aimed to flip the NFT narrative and transform it from something you buy for personal gain in a virtual world into something you earn for collective gain in the real world.
Campaign by Saatchi & Saatchi London, UK
Partnering with:
Experience Director and Development Team at Publicis Sapient in Cologne, Germany
CHALLENGE
Deutsche Telekom wants to become a brand relevant for the younger generation – Gen Z. The company strives to achieve that goal in various campaigns and collabs (e.g. Billie Eilish). This year, however, they wanted to show their genuine support for the young generation and its activism concerning world-burning problems. A specific budget has been defined to invest in helping organisations led by Gen Z. The recruitment and storytelling happened on the website. Additionally, DT planned to drop a social value NFT that serves purely as proof of attendance. Its value is mainly symbolic and even humorous – a money-can’t-buy NFT for ‘good’.
RESULTS
The platform hosts nearly 100 diverse projects from 12 different countries. A film directed by the award-winning Oliva Kastebring is to be launched. It features real young volunteers and riffs on the ‘NFT’ acronym to connect with the true potential of Web3 technologies emotionally. The digitally focused amplification campaign includes bespoke international activity across Gen Z platforms, including Instagram, Twitch, Snapchat, Spotify and TikTok.
PROCESS
– cross-agencies team effort (DE and UK) and close collab with the client, regular stakeholder updates
– strategic research (together with Saatchi)
– concept testing with simple wireframes
– user journey mapping
– UX/UI design (UI designers Sena Verdi and Rachel Nichols)
– prototyping in Figma and XD
– testing in UX Playbook, evaluating and presenting the results
SOLUTION
A mobile web application that serves as a central spot for the campaign and highlights Gen Z activism:
– info and registration for the organisations led by young people
– website visitors voting for their favourite organisations enabling customised support (financial, organisational, mentoring, etc.) from DT
– community experience, such as live talks with inspiring young volunteer leaders on the #whatwevalue Discord channel