| Title | ON-THE-GOAL |
| Brand | HUNGARIAN TELEKOM |
| Product/Service | TELEKOM TVGO |
| Category |
A01. USE OF MOBILE TECHNOLOGY |
|
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 |
Art Director |
| Bence Bodnar |
Ddb Budapest |
Copywriter |
| Adel Kanya |
DDB Budapest |
Copywriter |
| Andras Nagy |
DDB Budapest |
Service Designer |
| Andras Nagy |
Ddb Budapest |
Account Manager |
| Anna Takacs |
DDB Budapest |
Illustrator |
| Dora Leposa |
Ddb Budapest |
Account Director |
Creative Execution
We divided Budapest and all the cities of Hungary into two half courts by measuring their geometrical centerline and we virtually projected the ongoing match on every city in real time.
The only thing people had to do was to download the app and keep it running on their smartphones during the matches of the World Cup.
The moment a team scored a goal, the app tracked users’ current location, based on their phone’s GPS signal. If the player was on the half-field, where the goal was scored, we rewarded them with points.
71% of the users returned to the app more than once and 60% of them used it during every match of the World Cup! But most importantly all players have experienced the benefits of Telekom’s TV GO.
In the summer of 2014, Telekom launched its new on-the-go TV service in Hungary, so people could watch TV anywhere on their smart devices.
The upcoming FIFA World Cup was a great opportunity to popularize this new way of watching TV, because true football fans never want to miss a single moment.
To take advantage of the fact that everyone is following the games live we added a fun layer to the Football World Cup by developing the simplest location-based mobile game ever: ON-THE-GOAL - where players were able to play with their current location. No tapping, no unnecessary interaction, only their phone’s GPS data!