| Title | UPC TOIBLET |
| Brand | UPC HUNGARY |
| Product/Service | UPC HORIZON GO APPLICATION |
| Category |
B05. 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 |
Creative Director |
| David Sum |
Artificial Group |
Motion Designer |
| Gróf |
Artificial Group |
Art Director |
| Orsi Kammerhofer |
Artificial Group |
Production Manager |
| Zsofi Englert |
Artificial Group |
Senior Production Manager |
| Orsi Szeglet |
Artificial Group |
Account 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.
Campaign Success
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.
There was a very visible headline that called you to download the App.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Horizon go is a TV-on-the-go service. Our objective was to activate consumers by demonstrating the benefit of the product: you won't miss a second of a TV broadcast if you download and sign up to Horizon Go App.
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.
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.