| Title | UPC TOIBLET |
| Brand | UPC |
| Product/Service | HORIZON GO APP |
| Category |
B06. Use of Ambient Media: Large Scale |
|
Entrant
|
ARTIFICIAL GROUP Budapest, HUNGARY
|
|
Idea Creation
|
ARTIFICIAL GROUP Budapest, HUNGARY
|
Credits
| Attila Haberland |
Artificial Group |
Creative Director |
| Dezső Nagy |
Artificial Group |
Crative Director |
| David Sum |
Artificial Group |
Motion Designer |
| Peter Fazekas |
Artificial Group |
Art Director |
| Gróf |
Artificial Group |
Art Director |
| Orsi Kammerhofer |
Artificial Group |
Production Manager |
| Orsolya Szeglet |
Artificial Group |
Account Manager |
| Zsofi Englert |
Artificial Group |
Senior Production Manager |
The Campaign
Any moment of a match can be the best moment, so you'd better not miss any.
With Horizon Go App by UPC (Liberty) you can take live TV anywhere with you.
Even to the restroom.
Insight:
People drink a lot of beer during the match broadcasts so they will visit the bathrooms quite often. And they might miss a goal or any important moment. This is where we can demonstrate the usefulness of the UPC Horizon Go App.
Creative Execution
We have recreated the male and female restrooms of the most popular pubs and bars in the city. We applied tablets and mobile phones on the walls with live broadcast of the matches through the Horizon Go App. This is how we have demonstrated the most important product benefit: you can take live tv anywhere when you need it.
There was a very visible headline that called you to download the App.
The activation was part of a campaign which had TV and online involved. The activation was during the EURO2016.
Since April 2016 the number of new customers increased 5 times more, in July it has reached 12 000 new users.
The penetration has increased from 5% to 9%. Earlier the penetration was stagnating.
We have created a new media when we have live broadcasted the matches of EURO2016 in male and female restrooms in pubs and bars.
Insights, Strategy and the Idea
The activation was perfectly timed for EURO2016 targeting young adults.
The strategy was to create a live demonstration of the Horizon Go App on the live screenings of the matches in the most popular pubs and bars in the city.