DON'T LET OTHERS DECIDE! by DDB Budapest for Hungarian Democracy

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DON'T LET OTHERS DECIDE!

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Hungary
Agency DDB Budapest
Creative Group Head Lukasz Brzozowski
Creative Director Dezso Nagy
Copywriter Peter Zsembery
Client Service Director André Musalf
Released April 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
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 Creatice Officer: Peter Tordai (DDB)
Creative Director: Dezső Nagy (DDB)
Creative Group Head: Lukasz Brzozowski (DDB)
Copywriter: Peter Zsembery (DDB)
Account Manager: Eszter Nagy (Tribal DDB)
Head Of Tribal Digital Database: Christoph Hille (Tribal DDB)
Account: Reka Santa (DDB)
Agency Producer: Alexandra Kemenyiczki (DDB)
Producer Assistant: Nikoletta Fischer (DDB)
Client Service Director: André Musalf (DDB)
Public Relations Manager: Zsuzsanna Kukaj (DDB)
Media placement: TV - 2 Spots - Music TV, Viva TV - 06 April 2010
Media placement: Radio - Juventus, Rádió1, Radio Café, Rádió C, Neo FM - 06 April 2010
Media placement: Cinema - Toldi Cinema - 08 April 2010
Media placement: Online - Facebook and website - 06 April 2010

Describe the objective of the promotion.
In 1989 democracy arrived to Hungary. Hungarians were enthusiastic, optimistic, 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. The sweet and bitter taste of freedom turned to impatience, to disappointment and finally skepticism. Less and less people participated in the elections. The time has come to rebuild the trust for the free election. This was also the time to do something which activates people to go vote. Our message was: This is how it feels, when others decide instead of you.

Describe how the promotion developed from concept to implementation
On TV we showed a wedding where the official decided that the groom should get married to another woman. In the other spot a plastic surgeon decided to reshape a woman’s breasts instead of her ears. We partnered with 5 highly popular radio stations and created a piece of fake content for our Hungarian audience: live broadcast from the Jugend Tischtennis Landesmeisterschaft, which was played on all channels at exactly the same time, thus it was impossible to escape. During the Titanic film festival we changed the newest Danish movie to our one. After 5 minutes we revealed our message.

Describe the success of the promotion with both client and consumer including some quantifiable results

From the first day the online community was fully involved. The buzz was centered around our website and went on mostly on Facebook. Within an extremely short time we got 1000s of supporters, including celebrities. Our activation program got strong support from MTV and Viva, 5 major radio channels, the biggest online news portals and the biggest film festival. People got the message and realised the importance of their right to vote. They even stood long hours in lines to be able to cast their votes. We haven’t seen such enthusiasm in years. It was clearly the victory of democracy.

Explain why the method of promotion was most relevant to the product or service
This was an experience based activation program, because this is the best way to have an impact on people's behaviour.