Cannes Lions

Telekom Electronic Beats

C3 CREATIVE CODE AND CONTENT, Berlin / DEUTSCHE TELEKOM / 2016

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Overview

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Credits

Overview

Description

Electronicbeats.net publishes content on a daily basis that runs under the editorial concept of Music+. The underlying idea is that musicians often draw influences for their own work not from other music but from art, culture, technology, design, fashion, politics etc. Part of the concept involves talking to artists about their passions in order to expose those non-music topics to larger audiences. This can manifest as a recommendation of an exhibition, book or record by an artist or as a conversation between two people that are interested in a mutual subject (e.g. TEB’s conversation between art star Olafur Eliasson and Detroit techno legend Jeff Mills). This world is further enriched for users with daily short posts about music+ topics discovered by the editorial team. TEB’s role is to be a credible guide and tastemaker that showcases electronic music and lifestyle from an approachable yet sophisticated angle.

Execution

To operate the program, we delivered a program-framework to every host-metropolis. We booked artists, implemented our artwork, coordinated local promoters and communicated the program via our platforms and promotion and advertisement channels.

To be fully perceived as authentic and attractive lifestyle brand, we rooted Telekom Electronic Beats in strong collaboration with the local markets and scenes through close partnerships with the local creative industry. With that, we benefited from each partner’s community. The partner events originated from various lifestyle areas and were presented as workshops, exhibitions, panels, parties and more – thus, our visitors got the chance to not only attend an event, but to have an experience worth sharing.

Each day was headlined by an enthralling line-up of established and upcoming artists, who performed in various venues around the city. We branded every location with our distinctive artwork: Light projections and mappings, signs, flags, and extensive OOH advertisement campaigns.

Outcome

The City Festival format was hosted in four markets throughout the second half of 2015: Podgorica (Montenegro), Bucharest (Romania), Budapest (Hungary) and Zagreb (Croatia). We attracted more than 17.000 visitors that fully embraced the concept and witnessed a new kind of real life brand experience. Compared to the 6.500 visitors we attracted with four regular festivals in the first half of 2015, this is a huge increase.

The program amounted to a total of 70 lifestyle events, 18 concerts, secret gigs and club nights with more than 35 established and upcoming artists. Among them: Aurora, Elliphant, Nina Kraviz and Roosevelt.

Our promotion campaigns peaked with a reach of 86 Mio. PR and media contacts within our target group. Besides our own Facebook event page, the local partners created 43 own Facebook events with more than 36.000 engaged users, multiplying our reach and generating a huge amount of earned media.

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