Deutsche Telekom has hired pop star Justin Bieber for a new marketing campaign to promote its StreamOn option. The campaign starts 20 November and will run through the holiday season on TV, online and in print, as well as at points of sale.
The ads show a young woman wearing headphones, and when she pushes play on her smartphone, Bieber appears alongside her. The pop star shows up at various places in the woman's life, on the bus, while shopping or studying, and at dinner with her family.
Telekom's StreamOn option launched early this year gives customers on certain MagentaMobil postpaid plans unlimited data for streaming to a list of music and/or video applications, depending on the cost of their plan. The company said it has passed over half a million customers using the option.
Bieber previously worked with Telekom's US arm T-Mobile for a commercial in the Super Bowl.
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