| Title | STORYTIME |
| Brand | TELEKOM ROMANIA |
| Product/Service | STORYTIME APP |
| Category |
A02. AR |
|
Entrant
|
TELEKOM ROMANIA Bucharest, ROMANIA
|
|
Idea Creation
|
LEO BURNETT Bucharest, ROMANIA
|
|
PR
|
LEO BURNETT Bucharest, ROMANIA
|
|
Production
|
SAGA FILM Bucharest, ROMANIA
|
|
Production 2
|
PLAYTIME POST Bucharest, ROMANIA
|
|
Production 3
|
CHAINSAW EUROPE Bucharest, ROMANIA
|
Credits
| Jorg Riommi |
Publicis Romania and CEE |
CHIEF CREATIVE OFFICER CENTRAL & EASTERN EUROPE |
| Vasilije Corluka |
Leo Burnett Bucharest |
Executive Creative Director |
| Ali Bati |
N/A |
Executive Creative Director |
| Adriana Pascan |
Leo Burnett Bucharest |
Executive Creative Director |
| Diana Alexa |
Leo Burnett Bucharest |
Managing Director |
| Victor Stroe |
Leo Burnett Bucharest |
Head of Strategy and Associate Director |
| Silvana Frinculescu |
Leo Burnett Bucharest |
Art Director |
| Miruna Potop |
Leo Burnett Bucharest |
Copywriter |
| Mihai Lucanu |
Leo Burnett Bucharest |
Account Director |
| Laura Moisa |
Leo Burnett Bucharest |
Account Manager |
| Maria Ilea |
Leo Burnett Bucharest |
Digital Account Manager |
| Mirabela Manea |
Leo Burnett Bucharest |
Digital Department Coordinator |
| Ruxandra Rau |
Telekom Romania |
Director Brand & Communication Strategy |
| Stefania Rusu |
Telekom Romania |
Brand Manager |
| Sorin Deleanu |
Leo Burnett Bucharest |
Agency Producer |
| Ciprian Postelnicu |
Telekom Romania |
Media Director |
| Ada Teslaru |
Publicis Groupe Romania |
PR Director |
| Adrian Iota |
GRAFICSKULL |
Illustrator |
| Viorel Chesaru |
Chainsaw Europe |
Deputy CEO |
| Alexandru Bogdan |
Saga Film |
Production house producer |
| Adrian Paduretu |
Saga Film |
Director Of Photography |
| Oana Manea |
Chainsaw Europe |
Post Production Supervisor |
| Gabi Basalici |
Playtime Post |
Post Production Supervisor |
| Maria Zaharia |
Chainsaw Europe |
Editor |
| Dragos Apetri |
Playtime post |
Editor |
| Mihai Isidor |
Playtime Post |
Motion Graphic designer |
| Dan Frinculescu |
Freelancer |
Collaborator Creative Director |
Background
According to UNICEF, 350.000 Romanian children are left behind with emotional trauma, as their parents work abroad to provide them with a better life.
And according to the American Academy of Pediatrics, reading stories to children helps them with their emotional development.
Telekom wanted to find a way to bring parents working abroad and kids let in Romania closer together, even when they are thousands of miles apart from each other.
The main objective was to further reinforce Telekom’s brand mantra, “Life’s for sharing.”
Describe the creative idea
“Storytime” is the first mobile app for long-distance bedtime stories.
The smartphone is used for the first time as a medium that allows parents who work abroad to read bedtime stories in a new, immersive and engaging way to their children, even when they are thousands of miles apart.
Describe the strategy
Immigration is a serious problem for Romania, which is number 2 after Syria, in this regard.
Therefore, 350.000 kids are left behind by parents working abroad. It’s a traumatic experience, especially for the kids.
Our main target audience was made of parents working abroad and their kids left at home in Romania.
The secondary target is Telekom’s existing customers and prospect customers, for whom we had to prove once more that life can be shared in so many ways thanks to Telekom’s products and services.
The idea is relevant for Telekom through its nature: a mobile app with the purpose to connect people help creating meaningful bonds, in an interactive way.
Describe the execution
Telekom teamed up with game designers and psychologists and created a new way of bringing kids and parents together, through an immersive and engaging bedtime story experience.
We launched the “Storytime” app both on the App Store and Google Play.
This is how the app works:
First, parents choose their kids’ favorite stories from the app.
While parents read the stories on their screen, kids listen to their voices and enjoy the respective stories unfold in beautiful in-app animations.
With the help of specially designed face filters, parents also become story characters.
Other effects add to the engaging nature of the experience: vibration affects for knocking on doors or flashlight effects for in-story lightnings, for instance.
This way, thanks to Telekom, the bedtime ritual is transformed into a new, interactive bonding experience and is made possible even when parents and kids are separated by thousands of miles.
List the results
Within days, StoryTime reached #1 in Google Play.
The app was downloaded in 6 countries.
19000 hours of StoryTime spent between the parents and kids, and counting.
The idea was immediately broadcasted and embraced by local and international tech media.