THE DIGITAL IRON CURTAIN
|Category||A01. Activation by Location|
|Title||THE DIGITAL IRON CURTAIN|
|Product/Service||O2 IMAGE CAMPAIGN|
|Entrant||TRIAD ADVERTISING Bratislava, SLOVAK REPUBLIC|
|Idea Creation||TRIAD ADVERTISING Bratislava, SLOVAK REPUBLIC|
|Media Placement||TRIAD ADVERTISING Bratislava, SLOVAK REPUBLIC|
|Production||TRIAD ADVERTISING Bratislava, SLOVAK REPUBLIC|
|Martin Woska||TRIAD Advertising||Chief Creative Officer|
|Roman Hribik||TRIAD Advertising||Copywriter|
|Vlado Kurek||TRIAD Advertising||Copywriter|
|Tomas Banik||TRIAD Advertising||Art Director|
|Maru Mitlikova||TRIAD Advertising||Account Director|
|Matej Minar||TRIAD Advertising||Developer|
|Roman Janajev||TRIAD Advertising||CTO|
|Matus Priehoda||TRIAD Advertising||Copywriter|
The CampaignWe reestablished the iron curtain in the digital space to remind people that they cross borders online or physically everyday and take it for granted. But this wasn't always like this. In the past they could be shot at the spot. This time, on the 17 November 2016, they could continue freely. And it was a strong and eyeopening experience for them.
Creative ExecutionOn the 17. November we redirected all traffic (from our data fees customers) that pointed to foreign domains to a special website that looked like the iron curtain. Along that we have sent an SMS to every customer that just crossed the border of Slovakia. Right on the spot, just when they did it. All executions delivered the message, that back in '89 they would be imprisoned of killed for such a deed and should value the freedom we have and celebrate this special day.
In just one day, 400 000 people were withhold on the digital iron curtain. All using our own free media in a very special way. This became a huge topic in slovakia, resulting in spontaneous PR on various slovak online magazines and social media. Bringing up this theme nationwide, may even have caused that 4 months after our campain the first victim of iron curtain in history was rehabilitated by a slovak court and established hereby a precedent.
Our brand is well known for fighting against unfairness and for more freedom in the mobile provider business segment and in the society as well. Our customers are mainly young people born after the revolution and they are heavy users of smartphones a mobile data users. Therefore it was a perfect brand fit for us to remind people about the value of freedom on the 17.11.
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