| Title | TELEKOM INSTA CITY GUIDE |
| Brand | HUNGARIAN TELEKOM |
| Product/Service | TRAVEL AND SURF (ROAMING SERVICE) |
| Category |
A09. Original Branded Digital or Social media |
|
Entrant Company
|
ISOBAR BUDAPEST, HUNGARY
|
|
Contributing Company
|
ISOBAR BUDAPEST, HUNGARY
|
Credits
| Márton Jedlicska |
Isobar Budapest |
Creative Director |
| Balázs Vizi |
Isobar Budapest |
Lead Copywriter |
| Dóra Suhai |
Isobar Budapest |
Art Director |
| Annamaria Stefanics |
Isobar Budapest |
Lead Project Manager |
| Zoltán Pásztor |
Isobar Budapest |
Senior Front-end Developer |
| Attila Polacsek |
Isobar Budapest |
Senior Back-end Developer |
The Campaign
We used 4 available data to create our city guide: - Location (where was it taken, this data helped to link the photo into our venue database) - Time: (when was it taken, the freshest the better. Insta City Guide is keep updating venues with the latest pictures). - Hashtags: (hashtags also help us to link photos to venues and situations) - Amount of photos were taken in a given time: (if there are a lots of taken in one venue it indicates something interesting is going on there. We have the "HOT NOW" categories for this events (venues). All this data helped us to create the most up-to-date city guide that helps you to navigate by the pictures that were taken in the city.
With Insta City Guide we believe we created a new benchmark for city guides and gave tourists a really good reason to activate their roaming service. Tourists who started to use ICG were 35% more likely to keep updating their roaming service. On top of the international recognitions (many international and local travel blogs and site picked ICG up) we created a city guide which is now used by the locals as well (25% of the users are locals). Hungarian Telekom were able to create a useful platform that truly helps visitors to get around the city and have a great time.
Our task was to increase the usage of Telekom's Travel and Surf service. We thought we need to give more to the users than just a message so we created Insta City Guide which is a mobile website that helps you to navigate in the city by organizing all the Instagram pictures (and data that comes along with them) of Budapest into the most-up-to date city guide. We believe a picture is worth a thousand words and there are more than 2 000 000 pictures of BP and counting.