SHARE YOUR SUCCESS by Zaraguza Digital for Slovak Telekom/t-com

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SHARE YOUR SUCCESS

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Slovakia
Agency Zaraguza Digital
Creative Director Michal Pastier
Art Director Vlado Durajka, Matej Toman
Copywriter Miro Sifra
Released December 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: SLOVAK TELEKOM
Product/Service: TELECOMMUNICATIONS
Creative Director: Michal Pastier (Zaraguza Digital)
Account Manager: Anna Dzurjanikova (Istropolitana Ogilvy)
Idea Maker/Copywriter: Mirka Kasanicka (Zaraguza Digital)
Copywriter: Miro Sifra (Zaraguza Digital)
Art Director: Vlado Durajka (Istropolitana Ogilvy)
Art Director: Matej Toman (Zaraguza Digital)
Project Manager: Judita Vighova (Zaraguza Digital)
Development: Jakub Novota (Zaraguza Digital)
Development: Marek Derer (Zaraguza Digital)
Media Planning: Vladimir Pastinsky (MEC)
Media placement: Press Release - Www.st.sk, Strategie.sk - 8 September 2010
Media placement: Internet Banners - Internet, Slovak Sites - 8 September 2010

Summary of the Campaign
THE CHALLENGE:
To address small business entities with first B2B communication activity of just merged T-Com & T-Mobile brands. To present its "life is for sharing" concept as relevant and worthy for entrepreneurs.

THE SOLUTION:
An unique B2B platform www.podeltesaouspech.sk (www.shareyoursuccess.com) was created – the place for any company to share and promote its business success FOR FREE.

The entrepreneurs started to show off their success and because of the competition (30 billboards for a winner), they moreover became a main medium of the campaign!

THE OUTCOME:
The most viral B2B online PR campaign ever made in Slovakia!
See details in Documented Result part.

The Situation
There is no free space where individual entrepreneurs or small companies could visibly show off in a smart way – how exceptional their businesses are etc. Normally, the only way to do so is to pay for their own advertising campaign. But many small companies and entrepreneurs cannot afford it.

This was a big inspiration for T brand to come with a unique and useful "show off" platform.

The Goal
Popularity of social media reaches amazing dimensions: 1.6 million of Slovaks from 3 million online population are on Facebook! Including hundreds of Slovak companies and thousands of entrepreneurs, as a natural part of social media environment. Small business entities were targeted, from individual entrepreneurs to small offices. Many of them operating in online services.

The Strategy
A unique online B2B platform was created, open for any company to show off.
Voting through 'Like' button was enabled and a prize of 30-billboards-campaign for a winner was a main motivator.
The platform was lightly launched in the beginning, but later a viral effect was reached to spread the campaign widely just through the companies.

Execution
We developed a special online B2B PR platform which connected microsite and Facebook tools. Any Slovak company could add their own logo and wrote their business success (message) on the www.podeltesaouspech.sk (shareyoursuccess.sk)

Instead of common internet voting we used the Facebook social plug-in – "Like button". Every like/vote generated thousands of our brand impressions on Facebook Walls. Companies could literally "share their success" and win free billboard advertising campaign from T-Com and T-Mobile!

Short Facebook and banner promo was just the starter. Then our contestants became our medium and campaign engine, because they put info about the T-Com and T-Mobile contest to their customers to vote for them - on their websites, Facebook pages, their tweets, they sent messages and mails. Some of them even bought banners and PPC ads which linked to their success on our www.podeltesaouspech.sk.

Documented Results
- In just 4 weeks the site reached more than 160,000 unique visitors.
(please do not forget Slovakia has only 5 mil. inhabitants)
- Nearly 1,000 of Slovak companies and entrepreneurs directly joined the competition - posted their success and actively did their best to get as many votes as possible.
- Top 10 companies got 44,000 likes!
- Facebook "likes" generated over 74,700 views of microsite.
- Hundreds of thousands Facebook users saw the campaign on their Facebook walls (for free!)
- Companies blogged about us.
- Companies shared us on their Facebook pages instead of us.
- Companies created Facebook events with voting deadlines instead of us.
- Companies made their own contests for voters, promised them discounts and prizes instead of us.
- Companies paid for ads themselves to gain more voters instead of us!