| Title | RACE TV |
| Brand | MAGYAR TELEKOM |
| Product/Service | SPONSORSHIP |
| Category |
E03. Innovative Use of Technology |
|
Entrant
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MEC HUNGARY Budapest, HUNGARY
|
|
Idea Creation
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MEC HUNGARY Budapest, HUNGARY
|
|
Production
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MEC HUNGARY Budapest, HUNGARY
|
|
Production 2
|
UMBRELLA Budapest, HUNGARY
|
|
Production 3
|
POMS CLOUD LTD. Dublin, IRELAND
|
Credits
| János Gulyás |
MEC Hungary Kft. |
CEO |
| Robert Beliczki |
MEC Hungary Kft. |
Head of Creative |
| Kázmér Miklós |
Umbrella Collective |
Head of Development |
| Béla Bak |
MEC Hungary Kft. |
Communications Manager |
| Edina Koros |
MEC Hungary Kft. |
Business Unit Director |
| Luca Bóna |
Umbrella Collective |
Account Manager |
| Márton Jedlicska |
Umbrella Collective |
Creative Director |
| Attila W. Pluhár |
Umbrella Collective |
Film Director |
| Gergő Roszik |
Umbrella Collective |
Editor |
| Andor Gerebenics |
Umbrella Collective |
Technical Project Manager |
| Tibor Pap |
Umbrella Collective |
Production Manager |
| Szilárd Béres |
POMS Cloud Ltd. |
CEO |
| Péter Horváth |
POMS Cloud Ltd. |
Software & Cloud Project Manager |
| Róbert Lévai |
POMS Cloud Ltd. |
Lead Developer |
| László Szirony |
POMS Cloud Ltd. |
Cloud System Administrator |
| Zsuzsanna Várnay |
POMS Cloud Ltd. |
Sitebuilder |
The Campaign
Let's create technological product for Telekom to maximize sponsorship value. Let's call it Race TV.
The system should automatically create personalized videos about the every single runner of Telekom Vivicittá half marathon, which is one of the largest running event of Budapest Hungary.
The best thing about the branded content created with this
technology is, that not only the participants were touched, but their social environment as well.
In average all shared videos created hundreds of curious views,
which means little by little, like clusters of grapes, the impact grew as big as a full featured online campaign, but cost no media at all.
Creative Execution
Runners proudly share their time, their personal best and the selfies they take before and after, but unless a family member take a snapshot along the route, they have no documentation of their run. Nothing to share.
This was the perfect opportunity for Telekom tech to shine. We built a system that records slow-motion videos of every single runner along the track – we mixed these clips with real time aerial shots and mood clips from Budapest, added music and supers with each runner’s personal statistics. Then the videos were emailed as a personal gift from Telekom to every runner shortly after the race.