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Deutsche Telekom – Love Magenta Connected Underwear

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Deutsche Telekom’s latest campaign aims to facilitate real connection between young couples, sparking conversation around the impact of mobile devices on present moment, in-person relationships. 

Our ever evolving relationship with technology presents a number of key challenges. Deutsche Telekom’s Better Together follows the brand’s recent #DABEI 5G campaign created by Saatchi & Saatchi London, highlighting the positive role that technology can play in our everyday lives, if we are more self-aware of how, when & why we use it. 

The campaign will speak to young couples, using film content and Instagram stories to direct them towards a platform for support, where the brand will be hosting helpful tips on how to ensure mobile devices do not become a barrier to intimacy, from device settings to setting boundaries. 

When all else fails, Deutsche Telekom has created Connected underwear, an imaginative & humorous solution to the issue. When used, Connected Underwear activates Love Mode on the couples smartphones, setting the mood for romance by automatically activating Do Not Disturb mode & playing a romantic playlist.

“With our campaign we want to address a more mindful approach to Smartphone usage”, said Wolfgang Kampbartold, Vice President International Market Communications at Deutsche Telekom AG. 

“Connected technology has the power to facilitate real connections between people.  Whilst mobile devices have allowed us to be more connected than ever before, there is growing concern around the negative impact of them. Whether at dinner or in the bedroom, mobile technology is often cited as a key factor affecting our real moments of connection. Our aim with this campaign is to provide helpful tips for young couples to empower them to address the issue of lacking real connections and to spark a meaningful debate about the need for change. With Love Magenta Connected Underwear we can do this in a fun and thought provoking way.”

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