Let's Launch It Together - Telekom Romania

For its launch in Romania, Telekom aimed to truly reinvent the way events are experienced, treating the audience not just as a passive witness, but as a co-creator. The launch took place simultaneously in 3 major cities: Bucuresti, Iasi and Cluj, in the form of a fully interactive show, created and controlled by the crowd in real time. The campaign was built around 2 key elements: an interactive show and a mobile app acting as the people’s remote control during the show. The former was named “Turn on Magenta”, leveraging the unique color of the new brand, while the latter was entitled simply “Let’s!”, the most simple call to action. Romanians were personally invited to the events in the three cities as a Meeting Call in the App. Each interaction with the app of each user added up to decide the unfolding of the action on stage.