Magyar Telekom Case study Cheer from your heart! [video] by DDB Budapest

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Cheer from your heart! [video]

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Industry Telecommunications Services
Media Case study
Market Hungary
Agency DDB Budapest
Creative Director Tordai Peter
Art Director Péter Babucs, Nora Csővári
Copywriter Adam Grosz
Designer Richard Fülöp, Zoltan Mendrei
Released April 2012

Awards

Golden Drum 2012
New or innovative New or innovative Golden Drum Grand Prix
Digital Interactive tools and other digital solutions Golden Drum

Credits & Description

Advertiser: HUNGARIAN TELEKOM
Agency: DDB BUDAPEST
Category: Commercial Public Services incl. Healthcare & Medical
Advertising campaign: CHEER FROM YOUR HEART
Copywriter: Adam Grósz (DDB Budapest)
Creative Technologist: Eduard Sik (DDB Budapest)
Creative Grouphead: Éva Juhász (DDB Budapest)
Art Director: Nora Csővári (DDB Budapest)
Designer: Richard Fülöp (DDB Budapest)
Account Manager: Krisztina Balázs (DDB Budapest)
Art Director: Péter Babucs (DDB Budapest)
Designer: Zoltan Mendrei (DDB Budapest)
Account Manager: Ákos Csertán (DDB Budapest)
Head Of Digital Creative: Zsolt Balogh (DDB Budapest)
Head Of Innovation: Gábor Szántó (DDB Budapest)
Creative Director: Peter Tordai (DDB Budapest)
Strategy
Hungarian Telekom is one of the biggest sponsors of the country's Olympic team - financially. Spending a huge amount of money on sponsor spots might be beneficial for the Olympic team but its certainly not the most engaging experience for the people. Our ambition was to position Hungarian Telekom as the biggest emotional sponsor, helping the olympic athletes to feel the support of the people and making people experience that their support does count.
Effectiveness
People became proud and dedicated supporters of the project so heartbeat sending spread like wildfire. We transmitted 28 000 heartbeats, which is like a stadium filled with people all cheering for the Hungarian team. The activation was a truly fresh and relevant expression of the Life is for Sharing brand idea, and compered to the other big Olympic sponsors we generated 10 times more earned media and coverage.
Execution
During the games, your heart beats for your team. We wanted to show that it is physically possible to feel these heartbeats even from thousands of kilometers away. We created gadgets that are able to turn people's virtual support into tangible sensation. We handed out the gadgets to the athletes who took them to London. Every time someone sent a heartbeat via our website the gadgets received it as a heartbeat and created an encouraging experience right in the hand of the athletes.