| Title | AUNT BICI |
| Brand | HUNGARIAN TELEKOM |
| Product/Service | TELEKOM 4G SERVICE |
|
Entrant Company
|
DDB BUDAPEST, HUNGARY
|
|
Advertising Agency
|
DDB BUDAPEST, HUNGARY
|
Credits
| Éva Juhász |
Ddb Budapest |
Creative Group Head |
| Bodnár Bence |
Ddb Budapest |
Copywriter |
| Nóra Csővári |
Ddb Budapest |
Art Director |
| Ágnes Kismárton |
Ddb Budapest |
Art Director |
| Zsolt Balogh |
Ddb Budapest |
Digital Creative Director |
| Orsolya Sándor - Nagy |
Ddb Budapest |
Account Manager |
| Péter Tran Lam |
Ddb Budapest |
Social Media Manager |
| Zsófia Maul |
Ddb Budapest |
Digital Project Manager |
| Eszter Molnár |
Ddb Budapest |
Strategic Planner |
| Csanád Bánhegyi |
Ddb Budapest |
Head of Digital |
| András Nagy |
Ddb Budapest |
Digital Project Head |
| Alexandra Kemenyiczki |
Ddb Budapest |
Agency Producer |
Brief Explanation
4G is not an obvious product category. From the angle of Hungarian users it is mobile internet and not really differentiated from 3G. There are two key moments of truths when dealing with 4G. Experiencing it for the first time and appreciating the difference when you are in need.
Aunt Bici’s interactive story was able to demonstrate that the product and provider is so reliable that you can count on it even if it is about a world record or anything else what is your dream. Telekom’s 4G is with you whatever you want to do.
The story was appealing because the audience had the power to help turning an old lady’s dream to reality. They wanted to get to know her, help her and be part of her achievement. Everyone was able to do it meanwhile they also experienced the power of Telekom’s 4G.
The Campaign
Hungarian Telekom is the leading mobile internet provider in Hungary. Telekom’s 4G is available for everyone, everywhere and it comes from a reliable partner. We had the task to build a campaign around these messages by a human centered, inspiring mood.
We decided to tell these through the real story of Aunt Bici. The 87 years old Hungarian chess master had one dream: breaking simultaneous chess world record! She collected over 12 thousand games in the last 57 years, but 2000 games were still missing to beat the record. This is when Telekom came to the picture and helped her with its 4G mobile network. We created 4GCHESS.HU, where she was able to play chess simultaneously with everyone on her tablet! We introduced her story and recruited players for her on various online and ATL platforms and live events, too. Result: she successfully beat the record with Telekom’s 4G!
Creative Execution
We introduced her in a documentary series on YouTube then she recruited players in TV ads, on Facebook and Instagram as well. Major online news sites and offline media started to discover her background and talk about her dream.
We set up a microsite dedicated to her where we organized online chess tournaments with live stream powered by Telekom’s 4G. From TV ads via Google searches and directly, from online ads and media mentions people living everywhere in the country came to help.
We also organised her live events where fans were able to meet her.
At the end of the campaign she managed to beat the record by cheering of a country and the power of Telekom’s 4G.
Aunt Bici achieved her goal and became the chess master with the most simultaneous games in history. She became an inspiring hero by her hard work and Telekom’s helping hand.
The audience got a surprising real story with the experience of being part of it. It got a lot of attention inside and outside of Hungary. Beside the paid campaign her story appeared on major news sites, newspapers and TV shows.
Telekom brand fit grew by 19% among non-Telekom users, 18% among 18-35 young adults and 15% overall. The number of people think Telekom inspiring grew by 63%.