Tele2 presents: Gotu Jim - Unlimited

The first music video in the world that takes your data bundle into account.

A fully integrated campaign with the music video at the Centre of all media and resources. The music video was first launched through the social channels of Gotu Jim, his label Burning Fik and his mentor Faberyayo. The campaign was also supported on the channels where Generation Now can be found. Online via Instagram, bannering and placements in relevant music and advertising media. Offline through OOH in student cities, Boomerang cards, toilet posters and t-shirts. The campaign was quickly picked up by major music media. And very well received

among the target audience, who were begging for the Limited and Unlimited Gotu Jim merchandise and demanding that the song be launched on Spotify. Not bad for an ad. The campaign reached almost 50% of the target audience (18-34). We’ve generated almost 4 million views – 21 percent higher than benchmark. More than 50% of the people watched both videos till the end. The engagement was 70% higher than benchmark.

We made the first music video in the world that takes your data bundle into account with upcoming rapper Gotu Jim. By applying various smart digital and analog techniques, we made a video clip in a Limited version if you are careful with data (19mb). And an Unlimited version in which we showed a lot in color and movement for a limitless experience (148mb).

Tele2 wanted to generate awareness about the Unlimited subscription of Tele2 in an innovative and impactful way that fits in with the experience of Generation Now (ages 18-34). But we wouldn't be Tele2 if we didn't want to involve the whole of the Netherlands in this party. And once again confirm that Tele2 is the Fun Rebel that makes your life that little bit more fun with unlimited data.

Jury Feedback

ADVERTISING – DIGITAL / BRONZE

Really creative and original way of showing what your product is about. Well crafted and great use of digital. The two creatives that were made both achieved the same amount of attention which was very impressive - it is every creatives dream is to have your work mirrored and seen twice. Execution was very well done. Fully in line with the brand and the audience.

ADVERTISING – SOCIAL & INFLUENCER / NOMINATION

It's a unique campaign with regards to the creative thinking behind it. Great execution with use of an influencer to turn a boring story into something fun. The jury felt it was an abstract idea and an effective execution with creative use of digital elements.

CRAFT – ART DIRECTION / NOMINATION

A fine example where purposely ‘ugly’ art direction beautifully serves the idea. Usually the use of technology is to make things more beautiful. Sometimes, and in this case, the opposite is true. We awarded this project a Nomination because of its clever and witty take on CGI.