Title	5G COPILOT PROJECT
Brand	VODAFONE
Product/Service	5G NETWORK
Category	D05. Use of Technology
Entrant	GLASNOST Amsterdam, THE NETHERLANDS
Idea Creation	GLASNOST Amsterdam, THE NETHERLANDS
PR	GLASNOST Amsterdam, THE NETHERLANDS
Production	FROLIC STUDIO Amsterdam, THE NETHERLANDS
Production 2	MATEMADE Amsterdam, THE NETHERLANDS
Post Production	MATEMADE Amsterdam, THE NETHERLANDS

Name	Company	Position
Tim van Aerschot	Glasnost	Creative
Julian Smink	Glasnost	Creative
Sophie Benink	Glasnost	Strategist
Sophia Heemskerk	Glasnost	Account Director
Sophie Lips	Glasnost	Designer
Beau Moesman	Glasnost	PR Consultant
Christian Brienen	Glasnost	Creative Producer
Linh Vu	Glasnost	Account Executive
Ismael Velo Feijoo	FROLIC studio	Lead product design
Tim Groeneboom	FROLIC studio	Developer
Johan de Meijer	FROLIC studio	Digital producer
Jacqueline van Dongen	FROLIC studio	Project Manager
Andrew Spitz	FROLIC studio	Technology Director
Ruben van Vleuten	FROLIC studio	Technology Director
Rakhal Heijtel	Matemade	Film director
Ruurd Vulink	Matemade	Creative director film
Niels Gross	Matemade	Producer & editor
Koen Brinkman	Matemade	Camera operator
Stefan Jansen	Matemade	Camera operator
Jan van Galen	Matemade	Gaffer
Ruben Noordenbos	Matemade	Gaffer
Noud van der Lans	Matemade	Set assistant
Ralph Hogenbrink	Matemade	Drone pilot
Davy Lee	Matemade	Editor
Sjoerd Jansen	Matemade	Music composer
Maurice van der Meijs	Maurice van der Meijs	Photographer

Why is this work relevant for PR?

In the year of the pandemic, conspiracy theories around 5G technology posed a huge communication challenge for telecom provider Vodafone, who were on the verge of introducing their 5G network. Being a technology that people don’t really understand and dealing with predominantly negative media coverage, Vodafone’s 5G had to work twice as hard to receive a friendly welcome after being introduced. The 5G Copilot project demonstrated 5G's positive impact on society by helping visually impaired Paralympian Tristan Bangma achieve his dream through a 5G-fueled innovation.

Background

Technology can be scary. Although there is no evidence that suggests 5G signals are harmful, a sizable number of Dutch consumers had become quite anxious. Google Trends data suggests Dutch interest in 5G conspiracy theories exploded during the pandemic. Even though the number of actual supporters of these theories was relatively small, their visibility in mainstream media negatively influenced the - generally neutral - public. Our challenge was to come up with a creative to show Dutch consumers how Vodafone’s 5G could positively impact people’s lives. Not in the future, but today. To capture people’s imagination, we had to make the intangible tangible: bring the future into the now. In other words, tell a story that turns the puzzling and ... technology into something people could understand and get excited about. A story strong enough to earn its way into positive publicity.

Describe the creative idea (20% of vote)

The idea was to tell a story of human connection and progress, fueled by 5G technology. A story in which every millisecond counts: the 5G CoPilot Project. Meet Tristan Bangma, a 23 year old Dutch Paralympic cycling champion. Because of a rare eye disease, his eyesight is only 1%. He rides on the back of a tandem with a co-pilot who steers. As a tandem racer he completely relies on his co-pilot for navigation. He had never been able to experience the freedom of independence on a race track. His dream: to one day ride solo. Our idea was designed to tell his story, 5G being the facilitator. In order to earn attention we built a 5G-fueled application that turns Tristan’s ears into eyes, using LiDAR sensors and 8D sound bites to independently navigate the cycling track. Make his dream become reality whilst demonstrating how 5G positively impacts people’s lives.

Describe the PR strategy (30% of vote)

The creative idea was based around earning attention; meaning our strategy always aimed to generate PR and reach a national audience. We created a technological innovation that had never been seen before. And instead of telling a story about that 5G technology, we created a highly personal narrative around it: the story of Paralympic champion Tristan Bangma and his dream. We documented our entire process - from getting to know Tristan's dream to developing the tech to his actual first solo ride - into a short documentary with special audio description for the visually impaired. And to make a lasting impact, we donated our technology and insights to Bartimeus; an organization for the visually impaired. Major Dutch news outlets were invited to a COVID-proof event that allowed them to talk to Tristan himself, experience the technology and witness his first solo ride. Afterwards, they received the documentary, technology infographical video,

Describe the PR execution (20% of vote)

We chose not to launch the 5G Copilot project all at once. In stead, we chose to create a support base by involving a selection of key figures in the Dutch media landscape early in our project. Being a technology that people don’t really understand and dealing with predominantly negative media coverage, we gave them the opportunity to experience everything from up close. With their own eyes. And ears. These leading news, lifestyle, sports and tech journalists were invited on multiple occasions to experience the technology, and Tristan's dream, come to life over the course of five months. With the realization of the project, they were the first ones able to craft their own — positive — story.

List the results (30% of vote)

First and foremost, the 5G CoPilot Project helped Tristan achieve his dream of riding solo. That’s the best result we could have wished for. Because of our human-centric campaign approach, the 5G technology earned its way into positive attention in media and on social platforms. Most common message delivered: 'Nearly blind Tristan Bangma can go solo down the cycling track thanks to 5G: 'I watch with my ears'.' accompanied by our branded key image. Through earned publicity in all major Dutch news outlets (RTV), such as NOS-journaal, Jeugdjournaal and Radio1, coverage in National and regional newspapers such as Algemeen Dagblad and interviews in e.g. Helden Magazine, the project created over 50.4 million impressions and an earned media value of over €850.000 (source: Media Info Group). Top three achievements: a 90 second item during primetime news (NOS) recorded at our press event, a homepage article on Algemeen Dagblad describing how Vodafone's 5G gave Tristan his freedom back, and a 3 minute item on Jeugdjournaal (prime time youth news). Due to an effective cross media campaign, the documentary received 890.000 views. The goal of our campaign was to create positive sentiment among Dutch consumers for 5G during its introduction. The project was effective, as we measured a 92% positive sentiment afterwards (source: agency research Return on Content). To build on long term impact, we donated the 5G technology and knowledge & insights we gained to the Bartiméus Institute (organization for the blind and visually impaired).