| Title | THE ONLINE PARK |
| Brand | TELEKOM |
| Product/Service | SAFE KIDS APP |
| Category |
D05. Interactive / Immersive Experiences |
|
Entrant
|
TELEKOM ROMANIA Bucharest, ROMANIA
|
|
Idea Creation
|
LEO BURNETT Bucharest, ROMANIA
|
|
Media Placement
|
MEDIA INVESTMENT Bucharest, ROMANIA
|
|
PR
|
LEO BURNETT Bucharest, ROMANIA
|
|
PR 2
|
V+O ROMANIA Bucharest, ROMANIA
|
|
Production
|
LEO BURNETT Bucharest, ROMANIA
|
|
Production 2
|
SAGA FILM Bucharest, ROMANIA
|
|
Post Production
|
SAGA FILM Bucharest, ROMANIA
|
Credits
| Andreas Elsner |
Telekom Romania |
Client |
| Ruxandra Rau |
Telekom Romania |
Client |
| Stefania Rusu |
Telekom Romania |
Client |
| Ciprian Postelnicu |
Telekom Romania |
Client |
| Ruxandra Voda |
Telekom Romania |
Client |
| Cristina Iliescu |
Telekom Romania |
Client |
| Andreea Popescu |
Telekom Romania |
Client |
| Jorg Riommi |
Publicis Groupe |
Creative |
| Vasilije Corluka |
Leo Burnett Bucharest |
Creative |
| Andreas Aron |
Leo Burnett Bucharest |
Creative |
| Viorel Holovach |
Leo Burnett Bucharest |
Creative |
| Victor Stroe |
Leo Burnett Bucharest |
Communication Strategy |
| Corina Bratu |
Leo Burnett Bucharest |
Communication Strategy |
| Mihai Lucanu |
Leo Burnett Bucharest |
Client Service |
| Maria Ilea |
Leo Burnett Bucharest |
Client Service |
| Magdalena Cernat |
Leo Burnett Bucharest |
Client Service |
| Diana Alexa |
Leo Burnett Bucharest |
Client Service |
| Sorin Deleanu |
Leo Burnett Bucharest |
Producer |
| Giovanni Fantoni Modena |
Saga Film |
Director |
| Alex Teodorescu |
Saga Film |
Production |
| Vlad Semenescu |
Saga Film |
Production |
| Ionut Penzes |
Saga Film |
Production |
| Dan Frinculescu |
Leo Burnett Bucharest |
Creative |
Cultural / Context information for the jury
Romania has a unique issue – it has the fastest broadband internet in Europe and the cheapest broadband internet in the world. As such, Romanian children use the internet as their favorite playground - to learn, explore, play & make new friends.
But awareness about online dangers among Romanian parents is still extremely low.
To them, internet dangers are abstract, so they tend to dismiss them as not being “real” dangers. As a result, 91% of parents don’t use any software tools to protect their children online.
BRIEF CHALLENGE:
Promote “Kaspersky Safe Kids” app offered by Telekom, which helps parents protect their children online in an effective, easy-to-use manner:
OBJECTIVE:
Raise awareness about online safety among Romanian parents of young children & pre-teens. This meant Telekom had to identify a way of presenting complex online dangers in such a simple way that made them hard to dismiss.
Write a short summary of the ambient work.
We analyzed the main types of threats Romanian kids face online and we created “The Online Park” - a special stunt set in the largest amusement park in Bucharest.
We custom built new park “attractions” and placed them in the park. Each “attraction” was designed to mimic different online threat. Then we let the parents experience the online dangers, in the real world.
The “Magic Mirror” demonstrated how cyberbullying feels like, using words taken from real Romanian chatrooms. While the child was posing and playing on one side of the mirror, the parents could see the “bullying” comments generated in real time.
The “Secret Photo Friend” let parents witness first-hand how easy is for online predators to approach children online, gain their confidence and extract real world information from them.
Note: Please watch the online movie for full overview of the project.