Deutsche Telekom is launching a campaign for the impact of mobile phones on romantic relationships

Deutsche Telekom has launched its campaign titled ‘Better Together’ which is aimed at opening a discussion about the effect of mobile phones on the romantic relationships among young people. In cooperation with the relationship expert, Eric Hegmann, they created the ideal St. Valentine’s gift for tech-addict couples in love. The creative and slightly funny gift ‘Smart Underwear’ is aimed at emphasizing the seriousness of the problem of the excessive use of smart phones when the partners are actually together, as well as opening a discussion with a view to bringing back the closeness between them.

According to the research conducted by Deutsche Telekom in several European countries, 36% of people aged 18-34 think that their romantic partner is spending too much time on the mobile phone, while up to 56% of them say that they check up on their smart phone while they are in bed with their loved one. One third of people aged 18-34 claim that technology has an adverse effect of their love life.

“Technology has the power to make relationships among people easier. Even though mobile phones have enabled us to feel more connected than ever before, still it is increasingly frequently emphasized that they also have a negative impact on our lives. Regardless as to whether we are in the middle of a pleasant dinner or in the bedroom, mobile technology often arises as a crucial factor that influences the intimate moments and the relationships that we are building. Our objective with this campaign is to share some advice to young couples and encourage them to raise this issue and start a debate about the need to change. Through the Love Magenta Connected Underwear we can do this in a fun and provocative way" - says Wolfgang Campbartold, Vice President of International Marketing Communications at Deutsche Telekom AG.

For the purposes of this campaign, Deutsche Telekom cooperated with the relationships expert Eric Hegmann, who says: “What most of us don’t realize is that the power of change is in our hands. All we need to do is learn how to be smarter when using these technologies, so as to make them work for and not against us. For instance, change can be as simple as recognizing the right moments when we should simply put the phone in a ‘Do Not Disturb’ mode and set it aside. With this initiative, Deutsche Telekom strives to stimulate a sense of self-awareness with the couples so as to make them more responsible in terms of the use of digital technologies”.

Technology is becoming more and more present in our everyday lives, which brings about great challenges. The most important thing is to be aware when, how and why we are using it in order to avoid turning it into a barrier for our intimacy.

More about Smart Underwear:

Smart Underwear is comprised of two pairs of underwear in the recognizable magenta color, two Love Chips (Bluetooth chips) that are connected to the mobile application Connected Underwear and a user manual. The chip sends a text message to the partner’s phone, where the message is received. If the partner accepts the message, than the Love Mode is activated, whereby a romantic playlist starts, a romantic screensaver is projected and the application asks the user whether the Do Not Disturb mode should be activated.
A limited series of the special edition of Smart Underwear can be purchased for St. Valentine’s at a price of EUR 25, by sending a free SMS until 6th February through Love Magenta online shop.

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