- EntertainTV is now MagentaTV
- The campaign motto: "MagentaTV: Simply one for all."
- Unconventional presentation of the TV product
Entertainment shouldn't be complicated. The best entertainment is simple, high-quality, and accessible everywhere. MagentaTV meets all these needs. And the name isn't the only thing that's changed. In addition to live TV, MagentaTV offers a series of new features such as the new "Megathek" and a new design. The renaming and feature launch is being supported by a broad-based communication campaign with Christian Ulmen and Fahri Yardim. The well-known German actors and real-life friends tell each other about the new features and benefits of MagentaTV in a playful, humorous way. The main message of the campaign is: "MagentaTV: Simply one for all."
"Christian Ulmen and Fahri Yardin stand for entertainment like nobody else, making them a perfect fit for MagentaTV," says Michael Schuld, Head of Communication & Sales Marketing. "The campaign is intended to emphasize that television with MagentaTV is simple, innovative, and comprehensive."
To make this message authentic, Deutsche Telekom relied on the improvisational talents of the two actors. Michael Schuld: "We intentionally worked without conventional scripts. No big set, no complicated plot – just two buddies and MagentaTV. This simple, basic concept created great entertainment."
Christian Ulmen was also the director. Thanks to their talent for spontaneity and comedy, the two actors produced authentic dialogs describing the advantages of MagentaTV in their commercials. "In bright purple with Fahri Yardim – that's always been my dream," says Christian Ulmen. "My best friend and I show how we watch TV together and binge-watch shows, and how much we love Deutsche Telekom. There isn't a better way to start the fall."
Fahri Yardim adds: "When I see Christian, it's like three sunrises. He's the jackpot of my vitamin D level. We dance our hottest tango for MagentaTV! Olé!"
Christian Ulmen and Fahri Yardim appear in a variety of advertisements. The main ad shows how MagentaTV provides comprehensive content from a single source: live TV, exclusive movies and series, and streaming services. Other topics include the extensive "Megathek", Deutsche Telekom's first in-house production "Deutsch-Les-Land" with Christoph Maria Herbst (available from November 1), and the consolidation of streaming services like Amazon Prime, Netflix, and Sky under one roof. They also emphasize the possibility to watch MagentaTV on any TV set with Google Chromecast and the option to enjoy TV, movies, and series on the go through the MagentaTV App.
The MagentaTV campaign will be broad and wide-reaching and will include TV, online, out-of-home, and point-of-sale. The different topics will also be programmed to target specific audience segments in the respective environments and online channels.
Credits: Deutsche Telekom MagentaTV campaign:
Creator: DDB Germany, Hamburg
TV production: Soup Filmproduktion, Berlin
Director: Christian Ulmen
Media: Mindshare, Frankfurt
Public relations: Schröder+Schömbs PR, Berlin
About MagentaTV – Deutsche Telekom's TV solution
MagentaTV from Deutsche Telekom bundles conventional TV, media and video libraries, streaming services, and exclusive content on a single platform. Boasting some 300 TV channels and more than 100 HD channels, MagentaTV offers customers not just a comprehensive range of programs, but also Germany’s biggest HD package. Selected UHD content creates a brilliant television experience. Features like time shift, restart, and 7-day replay provide unparalleled convenience. Further information is available under www.telekom.de/magentatv.
About Deutsche Telekom: Companyprofile