PING-PONG by DDB Budapest for Hungarian Democracy

PING-PONG

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Industry Public awareness
Media Promo & PR, Case study
Market Hungary
Agency DDB Budapest
Creative Group Head Lukasz Brzozowski
Released April 2010

Credits & Description

Category: Best Use of Radio
Advertiser: HUNGARIAN DEMOCRACY
Product/Service: GO VOTE ACTIVATION
Agency: DDB REKLAMUGYNOKSEG
Date of First Appearance: Apr 6 2010 12:00AM
Entrant Company: DDB REKLAMUGYNOKSEG , Budapest, HUNGARY
Chief Executive Officer: Hannes Wirnsberger (DDB)
Chief Creative Officer: Peter Tordai (DDB)
Creative Group Head: Lukasz Brzozowski (DDB)
Account Manager: Reka Santa (DDB)
Agency Producer: Alexandra Kemenyiczky (DDB)
Producer Assistant: Nikoletta Fischer (DDB)
Client Services Director: André Musalf (DDB)
Media placement: Radio - Juventus - 06 April 2010
Media placement: Radio - Rádió1 - 06 April 2010
Media placement: Radio - Radio Café - 06 April 2010
Media placement: Radio - Rádió C - 06 April 2010
Media placement: Radio - Neo FM - 06 April 2010

Results and Effectiveness

We had a huge online buzz and we got strong support on TV channels, news portals, and radio stations, too. People got the message and realised the importance of their right to vote. It was clearly the victory of democracy.

Creative Execution
Our very boring and irrelevant radio commercial was played a few days before the Hungarian election. We partnered with the 5 biggest radio stations and created a piece of fake and irrelevant content for our Hungarian audience: live broadcast from the Jugend Tischtennis Landesmeisterschaft in German, which was played on all channels at exactly the same time every morning. In a middle of their programme the stations changed for our fake content, and the audience did not have the chance to escape by changing for another station, as it was aired everywhere at the same time. After 1 minute of this spot, our message was announced: This is how it feels, when others decide instead of you! Go vote on the 11th of April!

Insights, Strategy & the Idea
In 1989 democracy arrived to Hungary. Hungarians were enthusiastic, optimistic, and ready to enter into a new future. But as you can change a political regime overnight, you can’t improve the standards of living with the same speed. And as people experienced the sweet and bitter taste of freedom enthusiasm turned to impatience, then to disappointment and finally scepticism. Less and less people participated in the elections. The time has come to rebuild the trust for the free election. This was also the right time to do something which has an impact on people’s behaviour and ultimately motivates them to go vote. Our message was: This is how it feels, when others decide instead of you.