| Title | GALLERY IN THE SKY |
| Brand | HUNGARIAN TELEKOM |
| Product/Service | 4G NETWORK |
| Category |
A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
|
Entrant Company
|
DDB BUDAPEST, HUNGARY
|
|
Advertising Agency
|
DDB BUDAPEST, HUNGARY
|
Credits
| Peter Tordai |
Ddb Budapest |
Creatvive Director |
| Zsolt Balogh |
Ddb Budapest |
Creative Head Of Innovation And Digital |
| Anna Takacs |
DDB Budapest |
Designer |
| Eduard Sik |
Ddb Budapest |
Creative Technologist |
| Adrian Bajusz |
Ddb Budapest |
Junior Art Director |
| Adel Kanya |
Ddb Budapest |
Copywriter |
| Gabor Szanto |
Ddb Budapest |
Account Director |
| Krisztina Balazs |
Ddb Budapest |
Account Manager |
| Aliz Nagy |
Ddb Budapest |
Project Manager |
| Richard Fulop |
Ddb Budapest |
Junior Webdesigner |
Results and Effectiveness
Thanks to the great share value, the campaign reached every 2nd Hungarian Facebook user. Additionally, the campaign generated in several cover stories in mainstream online media – in an organic way, with a minimum of organized PR activity. The never-before-seen combination of smartphones and the flying photo printer had a significant engaging and content generating effect. It inspired people to express special feelings in a special way, and to show them to everyone. Moreover, they continuously used their mobile devices and 4G network for both visiting the gallery and taking part in content creation as well.
Creative Execution
To be able to display photos on the sky, we invented the flying photo printer by combining light painting, a programmed drone and Hungary’s fastest 4G mobile network.
People were able to upload their pictures through a mobile-optimized web application. Then the photo was processed with a custom-developed software that split up the picture into 1 pixel wide columns and transferred the data to the drone.
The light-printed pictures became visible on visitors’ smartphones using any slow shutter mobile camera application on the spot. This way any visitor could become an "artist" and make their interpretation of the projected photos.
Insights, Strategy and the Idea
As Telekom Hungary’s fall 2013 ATL campaign expressed: ”Every feeling deserves to be enjoyed and shared with the help of quality devices and services.” We were challenged to bring this message to life, by involving people – with the help of 4G speed of Hungary’s fastest mobile network, provided by Telekom. We were also asked to boost Telekom’s innovative brand values and create viral content – with almost no paid media supply.
Every day 500 000 000 photos are shared on the Internet.
It’s no wonder that even the most memorable photos remain invisible among that many.We believe that pictures that have a special place in people’s hearts deserve a special place to be shared.
To bring this ideato life, we organized “Gallery in the Sky” the world’s first interactive exhibition where people had the unique opportunity to print their favorite pictures on the night sky, and share them with each other.