Title	THE POSTER YOU CAN CONDUCT
Brand	HUNGARIAN TELEKOM
Product/Service	MUSIC
Category	A01. Use of Screens
Entrant Company	ISOBAR BUDAPEST, HUNGARY
Advertising Agency	ISOBAR BUDAPEST, HUNGARY
Media Agency	POSTERSCOPE Budapest, HUNGARY
Production Company	CINESUPER PRODUCTION Budapest, HUNGARY

Name	Company	Position
Balázs Tompa	Isobar Budapest	Creative and Technology Services Director
Márton Jedlicska	Isobar Budapest	Creative Director
Dániel Deme	Isobar Budapest	Head of Art
Péter Zsembery	Isobar Budapest	Lead Copywriter
Dóra Suhai	Isobar Budapest	Art Director
Péter Polgár	Isobar Budapest	Motion Designer
Szonja Németh	Isobar Budapest	Lead Project Manager
Bálint Hadacs	Isobar Budapest	Junior Project Manager
András Pásztor	Isobar Budapest	Developer
László Gergely	Isobar Budapest	Chief Technology Officer
Kata Bányász	Isobar Budapest	Agency Producer
Péter Tibor Juhász	Hungarian Telekom	Head of residential communication
András Péter Kovács	Hungarian Telekom	Senior Campaign Manager

Brief Explanation

Hungary always has been famous for it's classical music scene. Although we still have one of the best classical music concerts in the country Orchestras are struggling to engage with younger audiences. Hungarian Telekom as a long term sponsor of classical music and Budapest Festival Orchestra assigned us to create a communication that helps to engage new audience and lure them into the concert. We created posters people could conduct. They could give the tempo to the best orchestra in the country. After they played players received a voucher for Budapest Festival Orchestra's next concert.

Results and Effectiveness

Our strategy and belief to create an experience that would engage the audience has been proved by the numbers. 45% of the players used it's voucher and showed up at one of the concerts. Each of the posters created an average of 700 full games in a week.

Creative Execution

We created a digital poster, which could be directed from a smartphone. On the poster our orchestra was playing a piece, and reacting in tempo to the way the user conducted it with their smartphone. The 5 month-long design process included a shooting with the orchestra, the coding of the game and the building of the poster. If you conducted fast, the musicians play fast. If you play slow, the musicians react by playing slower, too. You have to conduct them in all possible tempos. And after a successful game, you get the message: We played for you now, and with Telekom we can play for everyone. Then your reward for your mobile, a voucher to the orchestra's next concert.

Insights, Strategy and the Idea

Posters and citylights are still the main media for classical orchestras although younger people tend not to pay attention to them and rather focus on their mobiles when they are standing or even walking around the city. We believed if people can experience the power of music and engage with the orchestra, it is much more likely they will visit their concerts.