Telekom Surprise Event: Sugababes & DJ Heartstring
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Brand Events
Credits
Company / Customer
Details
With “The Summer To Remember” campaign Telekom, together with Electronic Beats, successfully engaged Gen Z in summer 2024. The kickoff highlight was a surprise performance by the Sugababes in a Berlin Späti, accompanied by DJ Heartstring and the premiere of the remix of their iconic track “Push The Button”. The event, amplified by targeted OOH and social media activities, went viral and created a strong emotional connection with the audience. It achieved wide reach, positive media coverage and reinforced Telekom’s position as a modern, culturally relevant brand.
The Jury‘s Statement
Deutsche Telekom demonstrated impressively with their campaign "The Summer To Remember" how a brand can establish cultural relevance and emotional closeness with a young audience. The surprise performance by the Sugababes in a Berlin corner shop, accompanied by DJ Heartstring, was a powerful statement of authenticity and creativity. By skillfully combining music, pop culture, and digital communication, a striking, viral experience was created that resonated directly with Generation Z and remains memorable.
