Observed Signal · Aug 20, 2026 · Campaign Launch · Source: Horizont · Impact: 2/5 · Sentiment: Neutral
Telekom's 'Not A Passenger' campaign with Wet Leg singer
Deutsche Telekom has relaunched its #OwnYourWorld platform with an international campaign, 'Not A Passenger,' targeting Generation Z and promoting digital self-determination and privacy through music and pop-culture engagement rather than technical features. The campaign runs simultaneously across eight European markets and features Rhian Teasdale, lead singer of Wet Leg, as a creative collaborator and testimonial. Activities include social media, out-of-home advertising and live events, notably an exclusive Wet Leg concert in Berlin, and build on Telekom's Telekom Electronic Beats music initiative. Paired with commercial offers such as discounted mobile tariffs for customers under 28, the effort aims to position Telekom as culturally relevant and privacy-minded while giving younger audiences more control over their digital experience to drive long-term loyalty.
Marketing campaign by a major advertiser (Deutsche Telekom) using a music celebrity to target Gen Z across multiple markets; relevant to brand strategy and creative/agency activity but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Deutsche Telekom has run the #OwnYourWorld platform since 2025 to help Gen Z gain control over their digital lives.
- The 'Not A Passenger' campaign launched simultaneously in eight European markets.
- Rhian Teasdale (lead singer of Wet Leg) is the campaign's creative collaborator and testimonial; activities include social media, out-of-home ads and live events, including an exclusive Wet Leg concert in Berlin.
- The campaign emphasizes music, pop culture, digital self-determination and privacy, building on Telekom Electronic Beats.
- The branding effort is paired with commercial offers such as discounted mobile tariffs for customers under 28 to boost long-term loyalty.
Connected Companies & Entities
3 Entities mapped“Under the hashtag #OwnYourWorld, Deutsche Telekom has been supporting Gen Z since 2025 to gain more control over their digital lives....”
“© dfv Mediengruppe (publisher of the article)....”
Ontology Mapping & Concepts
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