Cheer From Your Heart : Olympic Activation for Hungarian Telekom (2012)
Hungarian Telekom is one of the biggest sponsors of the country's Olympic Team: financially. We wanted to position Hungarian Telekom as the biggest emotional sponsor. During the Olympic Games, everyone is united. People want to support the athletes who represent them in the games. When you watch the Games, your heart beats for your team. We wanted to show that it is physically possible to feel these heartbeats—the symbols of support—even from a distance of 1,500 kilometers.
We manufactured digital gadgets that are able to turn people's virtual support into tangible sensation. The gadgets traveled to London with the National Team and every time someone sent a message from our website, the gadgets pulsated and emitted a colorful light, receiving the messages as a heartbeat, incarnated as an encouraging experience.
We used Facebook and the power of social media to engage the most people possible and spread the news about heartbeat sending. Our goal was to make it very easy and simple for everyone to make this connection with the athletes and show their support by sending more and more heartbeats. By integrating Facebook with the website, people were able to send their heartbeats to the Olympic Team. Along with the symbolic heartbeats, they were able to attach a personal message to the whole team, or to their favorite athletes.
Sharing this activity on Facebook particularly helped improve campaign visibility, as people became proud and dedicated sponsors of the project. Heartbeat-sending spread like a wildfire. After every heartbeat was sent, a thank you video was shown from the athletes. The Hungarian sports team was also excited about the virtual support. Some of them shared pictures with the gadget on their own Facebook Pages, thanking all the fans for their heartbeats and the emotional support that helped them succeed. The campaign communication was supported by the T-Home Hungary Facebook Page.
Campaign Performance
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- We transmitted 28,000 heartbeats during the short time of the Game
- the Facebook Page experienced a nearly 800% of increase in user activity
- we reached over two million unique Facebook users (approximately every second Hungarian Facebook user in 2012)
- we almost doubled the fan base of the Facebook Page without using a Like-gate for participation
The campaign was awarded the Golden Drum in the 'Digital' category, as well as the Golden Drum and the Grand Prix in the 'New and innovative' category.
Campaign Info
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•• Client: Hungarian Telekom •• Brand: Telekom •• Company: DDB Budapest, Budapest •• Target: Hungary · Europe, Middle East & Africa •• Language: Hungarian •• Category: Telecommunications •• Media: TV, Print, Online, OOH, Radio Creative and description provided by contributing agency or brand.
Credits
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Creative Director: Peter Tordai, DDB Budapest
Creative group head: Eva Juhasz, DDB Budapest
Head of digital creative: Zsolt Balogh, DDB Budapest
Art Directors: Nóra Csővári, DDB Budapest and Peter Babucs, DDB Budapest
Copywriter: Adam Grosz, DDB Budapest
Designers: Zoltan Mendrei, DDB Budapest and Richard Fülöp, DDB Budapest
Account Director: Gábor Szántó, DDB Budapest
Account Managers: Krisztina Balázs, DDB Budapest and Ákos Csertán, DDB Budapest
Social Media Manager: Aliz Olah-Nagy, DDB Budapest
Creative Technologist: Eduard Sik, DDB Budapest
