LOVEPLANT

TitleLOVEPLANT
BrandTELENOR
Product/ServiceTELENOR LOVE PLANT
Category G01. Tangible Tech
Entrant ARTIFICIAL GROUP Budapest, HUNGARY
Idea Creation ARTIFICIAL GROUP Budapest, HUNGARY
Production ARTIFICIAL GROUP Budapest, HUNGARY
Credits
Name Company Position
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

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.

Describe the strategy

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 execution

LovePlant is an innovative product: a smart plant, which get watered and cared based on how much do you care each other. We created an app, which will be your personal relationship coach: it will give you daily challenges 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. 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).

List the results

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)