| Title | WE ARE ONE |
| Brand | HUNGARIAN TELEKOM |
| Product/Service | SPONSORSHIP |
| Category |
A11. Digital & Mobile Brand Experience |
|
Entrant
|
DDB BUDAPEST, HUNGARY
|
|
Idea Creation
|
DDB BUDAPEST, HUNGARY
|
|
Production
|
MOVIEBAR Budapest, HUNGARY
|
Credits
| Andrew Kontra |
DDB Budapest |
Chief Creative Officer |
| Zsolt Balogh |
DDB Budapest |
Digital Creative Director |
| Balázs Budavári |
DDB Budapest |
Junior Copywriter |
| Dávid Vass |
Freelancer |
Designer |
| 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 |
| Timea Balogh |
DDB Budapest |
Account Manager |
| Ágnes Urbán |
DDB Budapest |
Account Manager |
| Andrea Kovács |
DDB Budapest |
Digital Project Manager |
| Eduárd Sík |
DDB Budapest |
Digital Creative Technologist |
| Alexandra Kemenyiczki |
DDB Budapest |
Agency Producer |
| Nadia Marquard Otzen |
Freelancer |
Film Director |
| Mátyás Erdély |
Freelancer |
Director of Photography |
| Máriusz Fodor |
Freelancer |
Music Artist |
| Zsolt Kukucska |
Freelancer |
Film Production Manager |
| Carlos Ramas |
DDB Budapest |
Senior Art Director |
| Balázs Vízi |
DDB Budapest |
Senior Copywriter |
The Campaign
Telekom gave the Cheering Heart to the Hungarian football players during the Euro Cup and the to connect them with the fans, because without unity there is no winning.
Creative Execution
The Cheering Heart is a miniature wearable developed internally by the agency. The device uses a magenta LED and a vibrating motor to imply real heartbeats every time it receives virtual heartbeats from the fans using a dedicated website. These heartbeats get transferred into a signal the heart can detect. The casing of the heart was designed with a special silicon with all the circuits inside of it.
Thanks to the campaign Telekom has turned single clicks into 2.000.000 heartbeats for unity
Telekom was mentioned as the third biggest sponsor of the Euro Cup even though it was not
Every 5th Hungarian beat the heart
3000 hours of sport-relevant media appearances
55000 new Telekom TVGO subscribers
612% click-through rate
#WEAREONE Twitter trending in Hungary
This was the most successful and longest engaging campaign Telekom has ever done
The mission of Telekom as a brand is to diminish distances, no matter if the difference is physical or emotional. The Hungarian Football Team participated in the Euro Cup after 44 years this summer, but the country was separated and pessimistic about our chances. We needed something that makes us one with the football players and unites us as a country. The Cheering Heart gave the experience to feel united again. #weareone
Given the low levels of engagement and optimism, the strategic challenge was to bridge divides between the brand, the sport, and a nation’s emotional discourse. There was no feeling of unity, not even in defeat, that brought the country together. It was the step of establishing unity and connection with the team that proved to be the strategic base not only for the campaign, but for turning the national conversation around.