| Title | TELEKOM FESTIVAL BUDDY |
| Brand | HUNGARIAN TELEKOM |
| Product/Service | TELEKOM 4G SERVICE |
| Category |
A05. Branded Live Experience |
|
Entrant Company
|
DDB BUDAPEST, HUNGARY
|
|
Contributing Company
|
DDB BUDAPEST, HUNGARY
|
Credits
| Zsolt Balogh |
Ddb Budapest |
Digital Creative Director |
| Vera Langer |
Ddb Budapest |
Senior Copywriter |
| Carlos Ramas |
Ddb Budapest |
Senior Art Director |
| Guilherme Somensato |
Ddb Budapest |
Head of Art |
| Eduárd Sík |
Ddb Budapest |
Creative Technologist |
| Zsófia Maul |
Ddb Budapest |
Digital Project Manager |
| Orsolya Palla |
Ddb Budapest |
Account Director |
| Imola Balogh |
Ddb Budapest |
Digital Project Executive |
| Péter Tran Lam |
Ddb Budapest |
Social Media Manager |
| Katinka Erős |
Ddb Budapest |
Digital Project Executive |
| Eszter Molnár |
Ddb Budapest |
Strategic Planner |
| Cecília Kovács |
Ddb Budapest |
Agency Producer |
| Adrián Bajusz |
Ddb Budapest |
Graphic Designer |
| Csaba Bernáth |
Ddb Budapest |
Web Designer |
| Jason Rassmussen |
Ddb Budapest |
Interactive Art Director |
| Anna Takács |
Ddb Budapest |
Senior Web Designer |
| Csanád Bánhegyi |
Ddb Budapest |
Head of Digital |
| András Nagy |
Ddb Budapest |
Digital Project Head |
The Campaign
The challenge
Telekom, as the main sponsor, provided full 4G coverage for the greatest summer festivals in Hungary. How can we make this interesting to non-festivalgoers and make people experience the Telekom 4G network’s superiority?
The idea
We eliminated the physical borders of the festivals by creating the Festival Buddy. It is an interactive, telepresence platform, where festivalgoers and non-festivalgoers can have fun together and experience, how magical a reliable 4G connection can be. They could not just talk to each other, but even have physical contact by simply pushing a button: for example somebody from outside was able to squirt water on somebody in the festival.
Trough festivalbuddy.hu or our mobile app people could connect to the Buddies, control them and interact with the festival people. Or they could simply follow the live video stream from this very unique, POV angle, which was basically a live, user generated, branded content. The stream caught also the media’s attention, so major Hungarian news portals embedded our video links.
The Festival Buddies managed to attract people’s attention inside and outside the festivals, so people were happy to interact with the brand, willingly.
During the 3 festivals (52 active hours) we had 2000 connections established, and we managed to show the festivals from a unique angle to 54.000 people. Altogether, in this short time period, we managed to attract double as many viewers as one of the most popular Sziget venues, the A38 tent.
In fact, the initiative got so popular that by the end of the event some people were even willing to queue as long as 2.5 hours to get in touch and connect through the Buddies. The microsite created to facilitate the interaction had a remarkable 80% return rate with an average time spent of 3 minutes on the site.
It was so successful that it will be continued next year.
Telekom Festival Buddy provides a very unique, authentic and instant way to experience a reliable service, Telekom’s 4G mobile network. The platform was specifically tailored for festivals, with which people could experience live, how magical a reliable 4G connection can be.
While festivalgoers and non-festivalgoers could have fun together, people from all around the world could follow the live video stream from this very unique, POV angle. This way we basically created a live, user generated, branded content about the service.