Concept Development
Studio Design and Development
Content Production
Task: Developing a Studio and Content Series to Disrupt the Gadget Landscape
Client: Deutsche Telekom
Situation & Solution
For the beta launch of the Initiate platform, which allows users to discover and purchase the coolest and newest tech gadgets from around the world, Deutsche Telekom tasked MCL with creating something unique to make the platform stand out from the crowd.
Our mission: develop a one-of-a-kind YouTube gadget show and a fully equipped studio 50 meters below Deutsche Telekom's headquarters.
The gadget show is the hallmark of bingable content for today’s technophile, but we wanted to create a show that would appeal not just to the gadget-obsessed but also those simply looking for something cool and unique to bring joy and wonder to their daily lives. With that, the Initiate YouTube show was born and the now iconic TechBunker.
Watch our Case Study Film for all of the details
Result
Since its launch, the TechBunker has hosted Germany’s #1 Tech Influencer AlexiBexi, interviewed the founders of 10+ gadget brands like Pivo, AirSelfie, and Nuraloops, and hosted multiple episodes of the Initiate YouTube show. Today, the TechBunker receives requests daily from tech enthusiasts who want to come and film their experiences with cool tech. And with a Bronze Telly Award, the show already has taken flight.
Due to the success of the TechBunker, Deutsche Telekom is looking to expand the concept globally.
“From the development of the concept and brand to the build of the studio and the produced episodes and clips, it was an exciting journey with the team from MCL. They over-delivered on every step of the journey and we LOVE the results. Every brand needs its own version of the the "TechBunker" to communicate authentically.”
— Alexander Marten, Chief Innovation Evangelist, Deutsche Telekom
