Magenta's 5G network and the new iPhone 12 is a match made in digital heaven.
So our goal was pretty clear: Get Magenta at the top of all minds when talking about the new iPhone. But how to not disappear in Apple's huge buzz and all the rumours around it? That's how: Creating rumours yourself, high-end and apple-esk, of course, and spreading them through influencers.
The campaign worked so well that Magenta’s competitors thought the assets were originally from Apple and our biggest achievement: Even Cupertino across the ocean paid attention within 24 hours, forcing us to shut it off.
In the end, we did. For the sake of peace ... and money. But not without reaching our goal: Getting people's attention by connecting Magenta with the new iPhone.