Agency: Saatchi & Saatchi
Client: EMI Records
Katy Perry’s official video for ‘Firework’ has been made viewable exclusively at online portals in eight of Deutsche Telekom’s markets three days ahead of its European premiere.
The exclusive release marks a grand finale to an innovative campaign created by Saatchi & Saatchi for Deutsche Telekom.
The campaign, called ‘Katy’s Project: Pop Video’, is the latest of a series of highly successful campaigns first launched in 2008 by Saatchi & Saatchi to bring to life Deutsche Telekom’s brand message ‘Life is for Sharing’.
Through a personal call to action by Katy Perry in August, fans were asked to share their special ‘spark’ for a chance to participate in the making of the official video for ‘Firework’, the third release from her album ‘Teenage Dream’.
This recruitment campaign ran online through dedicated ‘Katy’s Project’ websites (katysproject.com) and other social media initiatives. Participating Deutsche Telekom markets included Germany, Austria, Hungary, Czech Republic, Slovakia, Poland, Macedonia and Montenegro.
The campaign generated more than 38,000 entries and 250 winning fans were awarded the opportunity to participate in the video.
Throughout the campaign thousands of fans posted messages and comments on fan pages while generating an organic following for the campaign. Voting was a significant part of deciding the final participants and Katy Perry herself chose some of the winners for special roles in the video.
The journey of participants from all eight markets was filmed along with their involvement in the video shoot itself, which took place over 4 days in Budapest. The content is now being rolled out in both brand and product ads, - along with a 3-minute documentary.
This is the first time an international artist has included so many fans in their music video.
“The collaboration with Katy Perry and EMI Records has allowed us to create a really good body of content and to demonstrate ‘Life is for Sharing’ in another engaging way,” said Paul Silburn, creative partner, Saatchi & Saatchi.
Creatively led by Saatchi & Saatchi London with support from its European network, all of the campaigns in the ‘Life is for Sharing’ series have provided ways for people to be a part of the event and to share memorable moments with others.