EDEN HOTEL by Y&R Budapest for Viasat

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Hungary
Agency Y&R Budapest
Creative Director Laszlo Falvay
Art Director Orsolya Karman
Copywriter Boglarka Onody
Released February 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: VIASAT3
Product/Service: TV SHOW
Date of First Appearance: Mar 1 2011
Entrant Company: Y&R BUDAPEST, HUNGARY
Creative Director: Laszlo Falvay (Y&R Budapest)
Art Director: Orsolya Karman (Y&R Budapest)
Copywriter: Boglarka Onody (Y&R Budapest)
Account Group Account Director: Reka Szaloky (Y&R Budapest)
Senior Account Manager: Zsofia Wagner (Y&R Budapest)
Graphic Designer: Gabor Polzovits (Y&R Budapest)
Media placement: 3D Citylight - Citylight Posters - 01 March 2011

Insights, Strategy & the Idea
We wanted to introduce the first season of the TV reality "Paradise Hotel", and differentiate it from the other many reality programs running at the same time. In the show, a group of cool, young singles come together in a luxurious, Colombian hotel resort, competing to see who can stay in the hotel the longest. Periodically, someone is removed from the show, and others are brought in to replace them. To avoid this, participants have to be tactical, and use their brain just as much as their good looks. The target audience for the show is just like the participants: 18-29 young men and women. The idea was to involve the audience as much as possible and make a case for this "steamy" and "sizzling" show. We decided to use the show's host (a sizzling young celebirty) for this purpose.

Creative Execution
We created the country's first 3D city lights, giving more "depth" to the show and providing consumer involvement with an innovative technology. The bus stop posters created a lot of buzz (and there is enough buzz around 3D anyway), and people were fascinated by the 3D glasses that we put on the side of the bus shelter facing the poster. With the help of these they could have a "better look" at the sexy curves of our show's host. By engaging with the medium, they received a full 3D experience as a reward.

Results and Effectiveness
Eden Hotel /Paradise Hotel is so far the most popular running VIASAT3 show. In its time slot, it beat the number 2 commercial channel, TV2, by reaching over 7% share of the total audience. Viasat's average is around 3%. The action received huge press coverage from industry and mass media.