| Title | TELEKOM FESTIVAL BUDDY |
| Brand | HUNGARIAN TELEKOM |
| Product/Service | TELEKOM 4G SERVICE |
| Category |
H02. Branded Tech off-line (incl. Digital Installation/Exhibit) |
|
Entrant Company
|
DDB BUDAPEST, HUNGARY
|
|
Advertising Agency
|
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 |
Creative Execution
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.
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 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.
It was so successful that it will be continued next year.
Telekom, as the main sponsor, provided full 4G coverage for the greatest summer festivals in Hungary. The aim of this campaign was to make this fact interesting to both festivalgoers and non-festivalgoers and make people experience the Telekom 4G network’s superiority.
However, festivals are usually overcrowded with brand appearances, and people are not open to the listen to any brand messages: they just want to have fun.
That’s why we came up with the idea of creating a new type of ’festival character’, and not a typical piece of advertising or promotion. Festival Buddies were clearly tailored for festivals, based on true insights: the interactive bots were sitting on festival people’s shoulder. And people from outside were able log into the Buddy figures, and they could have fun with the festivalgoers together.
Festival Buddies were basically the ’living’ demonstration of the 4G connection.