| Title | TELEKOM BUDDY |
| Brand | HUNGARIAN TELEKOM |
| Product/Service | SPONSORSHIP |
| Category |
E05. Influencer / Talent |
|
Entrant
|
DDB BUDAPEST, HUNGARY
|
|
Idea Creation
|
DDB BUDAPEST, HUNGARY
|
Credits
| Andrew Kontra |
DDB Budapest |
Chief Creative Officer |
| Zsolt Balogh |
DDB Budapest |
Digital Creative Director |
| 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 |
| Guilherme Somensato |
DDB Budapest |
Head of Art |
The Campaign
Our aim was to prove, that Telekom not only provides a network for sharing stories, but also evokes extraordinary experiences to happen. We wanted to support this statement with innovations both in the field of technology and communication. That's how the Telekom Buddy project was born. We also wanted to invite as many people as possible to join our campaign and enrich with real festival experiences through Telekom's mobile network. This led us to not only develop a gadget, which could stream festivals, but also to develop an ecosystem, which could induce personal experiences and connect people with each other regardless where they were. And we operated this ecosystem with the help of those (influencers), who could involve even more people in an authentic and honest way to join.
Creative Execution
We developed three 4G powered robots, which provided interactive festival stream. Users could log in to the so called Telekom Buddies and feel if they were at festivals. Non-festivalgoers were able to connect festivalgoers through talking, making hand gestures and even squirting. But we still faced the challenge, how can we effectively address our target audience in a campaign, which is on air just 4 hours a day during 13 days. We decided to focus on channels, where non-festivalgoers spend most of their time looking for fun: on social media. We teamed up with vloggers, journalists and celebrities and asked a small favor from them: try out the Buddies and share the experiences. This created a buzz around the campaign and motived even more people to join. Especially, when vloggers started to challenge each other through the Telekom Buddy platform (e.g. who can collect more kisses at the festival).
Our main results were:
- 100 000+ reached Instagram users
- 360 000+ Facebook live stream views
- 2 275 094 total video views
- users spent altogether 5 years with the brand
- 20%+ engagement rate at Facebook
- by using social media influencers we increased the engagement rate by a whooping 20% and the number of live stream viewers by 10x
- followers increased to 200%
- 60% of people would miss Telekom from the festivals
During the summer, the ubiquitous music festivals dominate the entertainment and partying scene, but not all of us can afford these festivals - either financially or time-wise. This is what Telekom aims to change. Its brand strategy centers around sharing, as the brand recognizes that it is what makes humans social, caring and supportive. Life is for sharing. Our target audience included those, who couldn’t attend festivals personally, but didn't want to be missed out on any interesting moment of these events. Youngsters usually look for festival news on social media platforms and news portals and they are open for exclusive contents. They "suffer" from banner blindness, they don't care about ads, but they do care about experiences. So we decided to use the authentic opinion leaders of the online community, who became the campaign’s ambassadors. Because we all know, that experiences are hundred times more convincing than promises.