Deutsche Telekom has signed up pop star Justin Bieber to advertise its zero-rated content service StreamOn.
The Germany-based operator launched the service in April, but has yet to share how many people have subscribed to use it.
It said Bieber, who is estimated to have sold around 100 million records worldwide and has 103 million followers on Twitter, will appear in TV, online and print adverts promoting the service from today (20 November).
StreamOn allows customers to use the likes of Apple Music, Amazon’s Music Unlimited and Prime Video, napster, Netflix and Sky Go without it counting against their data allowance.
“StreamOn is a cool new product that allows fans to listen to their favourite music non-stop, and as an artist I’m always looking to provide new and better listening experiences for my fans," Bieber was quoted as saying on a Deutsche Telekom press release.
The operator is the most valuable telecoms brand in Europe and the fourth most valuable globally, according to Brand Finance.
Michael Schuld, SVP for Communication & Sales Marketing at Telekom Deutschland said: "We've set ourselves apart from the look and feel of the classic Christmas advert in the new campaign.
“This year we won't be using any Christmas clichés.
“Instead we'll be putting our trust in the emotional power of storytelling, together with an attention-grabbing top star with a close affinity to the product."