Winners & Shortlists


Product/ServiceTV EVERYWHERE
Entrant Company IDEA AD Tallinn, ESTONIA
Advertising Agency IDEA AD Tallinn, ESTONIA
Media Agency PHD Tallinn, ESTONIA
Production Company ALLFILM Tallinn, ESTONIA
Name Company Position
Heiki Urbala IDEA AD AS Creative Director
Evelin Eikner IDEA AD AS Account Director
Timo Hartikainen IDEA AD AS Managing Director
Indrek Ild Starman AS Marketing Director
Kristi Reiland Starman AS Marketing Manager
Birjo Kiik Starman AS Marketing Manager
Andžei Matsukevitscreative Director Film Director
Dagmar Mäe Executive Producer
Tanel Padar Music Artist
Danel Pandre Music Artist

The Campaign

In August 2014 Starman launched the TV Everywhere service for the first time in Estonia. Starman is the second largest digital TV and home broadband operator in Estonia. TV Everywhere is a service that allows you to watch both live TV and time-shifted TV from a special app on your mobile or tablet – anywhere you want. The main idea is exactly what the name describes – TV Everywhere is breaking down the walls of your living room.

Success of the Campaign

As a result: • the app has been downloaded 25,000 times in total and during the campaign weekly downloads were 25 times higher – that's a lot for a country of 1.3 million people; • in the first 3 weeks the average number of streams per user was 20; • and new clients are joining Starman three times faster than usual.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

To help us break down these walls, we recruited the most famous rock-star in Estonia, Tanel Padar. A special song was recorded, which quickly became a hit. The official launch started with the release of the music video, which we also used as our TV ad. The premier was turned into a real event – it took place simultaneously on the most viewed evening news programme and the largest news portal. Promoted beforehand on Facebook, in news portals and with an outdoor stunt, it drew a lot of attention. The campaign continued on TV, the internet, in mobile media and in print. We also organised live testing of TV Everywhere in shopping malls, which gave the opportunity to experience the service.