Deutsche Telekom, "Connected Underwear"

Deutsche Telekom's latest campaign aims to facilitate real connection between young couples, sparking conversation around the impact of mobile devices on present moment, in-person relationships. When all else fails, Deutsche Telekom has created ‘Connected underwear’, an imaginative & humorous solution to the issue. 
 
Our ever-evolving relationship with technology presents a number of key challenges so the campaign speaks to young couples, using film content and Instagram stories to direct them towards a platform for support, where the brand will be hosting helpful tips on how to ensure mobile devices do not become a barrier to intimacy, from device settings to setting boundaries. 
 
When used, ‘Connected Underwear’ activates ‘Love Mode’ on the couples smartphones, setting the mood for romance by automatically activating Do Not Disturb mode & playing a romantic playlist.
 
A limited edition of “Connected Underwear” have been created, all in the iconic Deutsche Telekom magenta, and can be purchased at a price of €25. In addition Deutsche Telekom has also been working with relationship expert Eric Hegmann to highlight some of the actions couples can take to connect better with their loved ones and bring them closer together again. 
 
Deutsche Telekom’s ‘Better Together’ follows the brand’s recent #DABEI 5G campaign created by Saatchi & Saatchi London, highlighting the positive role that technology can play in our everyday lives, if we are more self-aware of how, when & why we use it. 

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