Challenge

Tele2 wants to become the most popular telecom provider in the Netherlands. We want to make everybody part of the colourful and fun rebel world of Tele2. With Unlimited Data and so much fun stuff you can do with it, we create campaigns that are always a little edgier than you might expect from a telecom provider. But there are still hard to reach audiences. The hardest? The Snapchat generation, with their eyes glued to their screens. If making the perfect selfie is a life ambition of our target group, why not create something to help them out a little. Something that gives them the most kissable lips, puppiest eyes and to die for cheekbones. In only a few seconds? We created the Super Super Super Selfie Lens. A tailor made Snapchat Lens that was used throughout the entire campaign. We asked popstar singer and selfie queen of the Netherlands, Roxeanne Hazes, to write a song about it. The music video and all Super Super Super Selfie footage was used to reach all target groups, even the ones without Snapchat, in other media. A fully integrated campaign with Snapchat at its heart.

Strategy 

We seriously wanted to reach the Snapchat generation with something they really need: a Super Super Super Selfie. 

Everybody loves to share selfies. Especially this generation. But taking perfect selfies can take a lot of time. Getting the right lighting, the perfect angle, and the best expression. Research shows the average time spent on perfect selfies is more than five hours a week. That’s why Tele2 presents the Super Super Super Selfie Snapchat Lens. 

But, we wouldn’t be Tele2, if we didn’t want everyone else to join the party as well. With Snapchat at its core, we aimed to involve all other target groups, even the ones without Snapchat.

Solution

The first thing to do, of course, was create the best selfie Lens ever. With the most kissable lips, highest cheekbones, and puppiest eyes possible. Creating a perfect selfie is hard work! The night before the launch of the Lens, Roxeanne Hazes presented her music video and the Tele2 Super Super Super Selfie Lens on national TV. The Lens itself was only live for the next 24 hours, but with the footage shot in that 24 hours, we created a month-long campaign with a special Snapchat code on every ad, that would unlock the Lens. All you had to do is grab your phone, snap the code and place your beautiful face in front of the Super Super Super Selfie Lens.