Campaign details

Brand: Deutsche Telekom
Brand owner: Deutsche Telekom
Lead agency: MediaCom Agentur für Media-Beratung GmbH, Saatchi & Saatchi
Country: Global
Industries: Telephone & internet services
Media channels: Games & competitions, Mobile & apps, Social media, Word of mouth, advocacy

Executive summary

Deutsche Telekom's belief is that "life is for sharing." Dementia is the single biggest threat to this belief, currently affecting 47.5 million people worldwide.

However, there is no understanding of where dementia comes from, how to stop it, or even how to detect its earliest signs.

Our solution was to create the first mobile game that would challenge and record the navigational skills of players, and in doing so, create a human benchmark for spatial navigation, against which dementia could be measured in the future.