Snapchat lens

A fully integrated campaign with Snapchat at its heart: Tele2 created a tailor made Super Super Super Selfie Lens, just for Snapchat.

Challenge

The Lens itself was live for only 24 hours, but with the Lens and footage from that 24 hours, we created a campaign than ran for 90 days. Going from Snapchat to video to outdoor. From trams to social to radio. And everybody was invited to snap in.
I.s.m. bureaus: INDIE & Code d'Azur  
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. Everybody. 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 new 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.

The Results

  • +73.1%

    Uplift in brand interest

  • 3.6 Million

    Views on Youtube video starring Roxeanne Hazes

  • #1

    Snapchat Lens in the Netherlands

  • 23.7 SEC

    Average use of Lens (benchmark 10-20 sec)

Strategy

Our main target group for this campaign was the audience hardest to reach: the new generation with their eyes glued to their mobile devices. We seriously wanted to get through to them with something they really need: a Super Super Super Selfie.

Everybody loves to share selfies. Especially this target group. 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.

Innovation & 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! (No wonder we spend over 5 hours a week on trying to get it right.) 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, which 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.

 You can watch the case video here: