| Title | TELEKOM BUDDY |
| Brand | HUNGARIAN TELEKOM |
| Product/Service | SPONSORSHIP |
| Category |
A05. Live Broadcast / Live Streaming |
|
Entrant
|
DDB BUDAPEST, HUNGARY
|
|
Idea Creation
|
DDB BUDAPEST, HUNGARY
|
Credits
| Andrew Kontra |
DDB Budapest |
Chief Creative Officer |
| Zsolt Balogh |
DDB Budapest |
Digital Creative Director |
| Guilherme Somensato |
DDB Budapest |
Head of Art |
| Zoltán Somogyi |
DDB Budapest |
Copywriter |
| Anna Takács |
DDB Budapest |
Head of UX/UI |
| Borbála Tölcsér |
DDB Budapest |
UX/UI Designer |
| Béla Szabó |
DDB Budapest |
Stragety and Business Innovation Director |
| Eszter Molnár |
DDB Budapest |
Strategist |
| Orsolya Palla |
DDB Budapest |
Account Director |
| Eduárd Sík |
DDB Budapest |
Digital Creative Technologist |
| Adrián Bajusz |
DDB Budapest |
Art Director |
| Anabela Vaskova |
DDB Budapest |
Copywriter |
| Krisztina Malinás |
DDB Budapest |
Project Manager |
| Bence Tornai |
DDB Budapest |
Account Executive |
| Ágoston Nagy |
Freelancer |
Digital Creative Technologist |
| Zoltán Végh |
Freelancer |
Film Director |
| Sándor Fegyverneky |
Freelancer |
Film Production |
| Ádám Polhodzik |
Freelancer |
Film Production |
| András Nagy |
DDB Budapest |
Digital Operations Director |
| Zsófia Maul |
DDB Budapest |
Senior Digital Project Manager |
| László Ferich |
DDB Budapest |
Agency Producer |
The Campaign
We wanted to make the biggest events of the summer accessible for all, so we decided to create a platform, where non-festivalgoers could not only watch concerts, but also be part of the show. The most important happenings were not limited to the stage; the real essence of the festival could be found everywhere. We wanted to show people, what does festival culture really mean, so we invited them to visit community spaces, cultural events, food courts and chill-zones with us. But the most important thing was, that they could meet those, who make every festival what it is: the visitors. At the end we came to the idea to create a whole framework, where every single moment of the festivals could be experencied for everyone during the interactive show.
Creative Execution
Telekom Buddy was developed to demonstrate the power of Hungary’s first and biggest 4G network. We ran an interactive show through the cameras of the three robots and non-festivalgoers could join the live event. When they logged in to Telekom Buddies, their face appeared on the screen and they immediately got to the festivals. Users were guided by the so called Buddy Guides, who not only carried the Buddies on their shoulder, but also were responsible for running the show and helping people to make friends with each other’s. We also cooperated with social media influencers (vloggers, celebrities and journalists) to make our live stream authentic and interesting. This approach motivated people both join and watch Buddies minute by minute and made possible to presents the individual level of festival in live stream.
Our main results were:
- the engagement rate increased by a whooping 20% and the number of live stream viewers by 10x
- 2 275 094 total video views
- 5 years spent time with the brand
- 60% of people would miss Telekom from the festivals
Telekom Buddy is a telepresence platform, which raises festival and stream experience to a whole new level. No one wants to be missed out on the biggest events of the summer, but following a stream doesn't help you to feel, that you're at the festival. So we decided to develop an interactive streaming platform, where users could contact festivalgoers in many different ways and this had an impact on the live stream as well. To run the program continuously, we also had to put together a content editor crew in the same way as TV shows do.
Instead of a classic sponsorship, we decided to bring Telekom's brand purpose to life. So we bridged distances between festivalgoers and non-festivalgoers and offered a next level festival experience for youngsters. Our whole campaign was based on Telekom's 4G network, which is the fastest and most reliable way for young people to contact each other. Thanks to Telekom Buddies we could use a technological innovation to make our message easy-to-understand through real experiences. Furthermore, unlike classic one-way broadcasting, we could offer an alternative way of festival stream, where viewers could affect the events and became part of the branded content in a very unique way.