| Title | LOVEPLANT |
| Brand | TELENOR |
| Product/Service | TELENOR LOVE PLANT |
| Category |
A07. Use of Real-time Data |
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Entrant
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ARTIFICIAL GROUP Budapest, HUNGARY
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Idea Creation
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ARTIFICIAL GROUP Budapest, HUNGARY
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Production
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ARTIFICIAL GROUP Budapest, HUNGARY
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Credits
| Attila Haberland |
Artificial Group Kft. |
Head of Creative Management |
| Gergő Horváth |
Artificial Group Kft. |
Creative Director |
| "Gróf " Pál Baki |
Artificial Group Kft. |
Head of Art |
| Nóra Judit Kovács |
Artificial Group Kft. |
Senior Copywriter |
| Ervin Haránt |
Artificial Group Kft. |
Illustrator |
| Imola Kaszta |
Artificial Group Kft. |
Account Director |
| Lilla Barta |
Artificial Group Kft. |
Account Manager |
| Zsófia Englert |
Artificial Group Kft. |
Head of Production |
| Eszter Károly |
Artificial Group Kft. |
Production Manager |
| Henrik Horváth |
Artificial Group Kft. |
Junior Copywriter |
| Csaba Ibos |
Artificial Group Kft. |
Graphic Designer |
| Péter Tiba |
Artificial Group Kft. |
Senior Motion Designer |
| Lili Donka |
Artificial Group Kft. |
Digital Account Director |
| Lídia Gulyás |
Artificial Group Kft. |
Digital Content Creative |
Why is this work relevant for Creative Data?
LovePlant is an innovative product, which transformed an abstract information (quality of communication) into an easy to decode sign (life sign of a plant) It did not only improved significantly the quality of communication of couples, who get involved into our campaign but made millions rethink the way how we use mobile communication with our love partner.
Background
Telenor is one of the biggest telco operator on the Hungarian market for more then 25 years. Beside a usual service campaigns and promos they wanted to launch a brand activation, witch can generate buzz around the brand and make people talk about Telenor as a contemporary operator, which understands people’s life and care about them beyond classic services. As a first step we defined a cultural tension, which is relevant for the people and can be linked to Telenor too. Digital tools (such as mobile phones) have a dramatic impact on relationships. Couples are sitting next to each other without talking, just hanging on their phones. Though, they may be in the same room, they are still disconnected. This is how our task was clarified: We wanted to change people’s perception about the negative effect of telecommunication on relationships.
Describe the Creative idea / data solution (20% of vote)
LovePlant is an innovative product: a smart plant, which get watered and cared based on how much do you care each other.
Describe the data driven strategy (30% of vote)
The quality of your communication gets immediately visible: dying plant=dying communication quality.
We created an app, which was your personal relationship coach: it will give you daily challenges based on a questionary you both filled out during the install process to improve the quality of your communications. The app sends data to the smart plant and it get’s watered when you get home. Each pot was powered by our SIM card.
Describe the creative use of data, or how the data enhanced the creative output (30% of vote)
We contributed with many experts in this project: Award winning product designer team to design the pot itself, a psychologist – to develop the phycological background of the project and to create the daily challenges for the app, a creative technologist – to create the digital ecosystem and last but not least a botanist – to find the perfect plant that can not only survive in a our pot, but will grow (but not too fast). Everything was designed around one goal: the help couples realize the status of their relationship and help them to improve the quality of their communication.
List the data driven results (20% of vote)
LovePlant sold out in 10 minutes (first 50 pieces) – and almost 2000 pre-order in one week
Social engagement: 65.000
Total media reach: 1.896.253 (20% of the total Hungarian population, 98% of the target group)
Free PR value: 7000 EUR (online, TV, press, radio)