Title	TELENOR NEW PREPAID PORTFOLIO LAUNCH
Brand	TELENOR
Product/Service	TELENOR PREPAID PORTFOLIO
Category	A06. Financial Products & Services, Commercial Public Services, Business Products & Services
Entrant	PHD HUNGARY Budapest, HUNGARY
Idea Creation	POSSIBLE CEE Budapest, HUNGARY
Media Placement	PHD HUNGARY Budapest, HUNGARY

Name	Company	Position
Tóth László	Possible	Client Service Director
Szinovszki Magdolna	Possible	Copywriter
Veres Gábor	Possible	Art Director
Bernhardt Bálint	Possible	Designer
Tóth Gabriella	Possible	Designer

The Campaign

#MOSTVAGYOK #DISTRESSED When you see teens out and about, focusing all their attention on their mobile screens, you’d rightly think they might be hunting Pokemons. In Hungary they are hunting wifi signals... This was the status quo Telenor’s new package set out to challenge and deeply embedded in it was the motivation that framed our campaign platform: FOMO. Fear Of Missing Out. Gen Zers live in the world of constant updates and look for instant gratification, 79% suffers emotional distress when they are off the social grid (source: University of Maryland). We could not let that happen. So coupled with Telenor’s new product we created their very own social network, #MOSTVAGYOK(#NOWIAM). An app serving exclusively the purpose of sharing the most actual updates with their friends, using the holy trinity of hashtags-images-filters, integrating all major social platforms. We found our slingshot. We just needed to convince them to use it.

Creative Execution

Our lead media was WOM as social currency and authenticity had to be our focus first. We made sure that our influencer-driven earned media started to drive app downloads, but beyond the filters and frames GenZers naturally gravitate towards, we supported conversion through sponsored app store presence. All our complementing activities were organized around the schedule of GenZ mobile behaviour and started to seed service features after a week, uncovering Telenor as the brand behind: High affinity TV was used as a second screen rather than the first, and outdoor media in high affinity environments was using the distinctive #MOSTVAGYOK branding. Lastly, we turned FOMO into FAME. Using the location tags of the app, our influencers came to the rescue of GenZers in distress: across Budapest they delivered gifts, hugs and of course... surprise. These experiences were turned into video content and seeded online.

#MOSTVAGYOK #SMASHINGIT The app has been launched by over 32.000 times, from a total GenZ population of Hungary of 12%. As benchmark, an app that tapped into the unprecedented success of the Hungarian national football team during the Eupean Championship received 4.5 times less downloads. Once they started using the app with its distinctive features, our audience was quick on their thumbs to download and share. A good indication of positive associations and high level of engagement was the fact that the hashtag #happy was used 2.809 times. However, #MOSTVAGYOK’s success was only the tip of the iceberg. Over 45.000 visitors flocked to the site of Telenor’s new offer, generating a conversion that already in the first month over delivered targets by 39%.(source: Telenor and Possible) For the first time in 3 years, Telenor flipped the shrinking prepaid service category into growth. #MOSTVAGYOK #DROPPINGTHEMIC

First, a little Hungarian lesson: MOST=NOW. VAGYOK=I AM. Two little words that challenged what media meant for a new generation. ’Why’ you ask? Well, how do you reach an audience that speaks in acronyms, considers everything longer than a tweet a novel, and a Vine video is the longest movie they’ve ever watched? How do you engage those who flat out refuse advertising, who could swipe before they walked and on average use 3.9 social media channels regularly (source: GWI)? We could have played it safe and simply use media they gravitate towards… But we chose to invent one.

Insights, Strategy and the Idea

#MOSTVAGYOK #TRENDING In order to cut through the 8 second Gen Z attention span we needed to seem much less like a corporate service and much more like a cool utility that is used by their peers. So first, the app was introduced without any Telenor branding, and #MOSTVAGYOK soon became a brand in its own right. To untap the power of Zeitgeist we needed to go to its source... Influencers are Gen Z’s new Hollywood, so we knew that once their word gets out, our audience will be fast to follow. To give our campaign authenticity, instead of focusing on A-listers, we turned to 6 of the most up-and-coming vloggers who used #MOSTVAGYOK across all their social media platforms for 12 weeks. Finally it was time to give our users the social currency they so craved which cemented Telenor’s role in their lives both virtually and physically.