What do you expect from a telco brand during the summer? We thought it should deliver the best summer ever with the biggest integrated campaign of the year. Is it possible? Yes, if we use the magic of unexpectedness.
- Client
- Magyar Telekom
- Capability
- Brand & comms strategy · Creative · Social media · Production · Digital product development
- Industry
- Telecommunications
The story
Dog days are over
It’s 2022. We are past the toughest times of Covid, and approaching the first summer without restrictions. A summer where people have the opportunity to do what they do best: have fun. Since true fun stuff never comes from plans, it always comes as a surprise, so we’ve decided to make them experience the best and most unexpected summer they’ve ever had. In order to achieve this ambitious goal, a Mito team of dozens were delegated only for this.
The challenge
All in
To deliver a 5 month long integrated campaign we had to consider everything. First and foremost, we created a TVC to offer a sneak peek to our target audience of what they can expect from us throughout the summer. It’s fun, engaging, and a bit wild. We had a blast filming it, but the work that followed was even more exciting. No surprise, we were trusted with the broadest integrated campaign of the year by Telekom.
The concept
One concept, a hundred ways to expand
A proof of concept is always measured by the number of ways it can be expanded. Our goal was to reach three digits. So by the end of the summer, we offered more than a 100 experiences for our audience to help them step out of their comfort zones. We organized huge festivals, opened virtual worlds, created a surprise streaming concert by Billie Eilish, offered outdoor movie nights, and more and more and more. All these in order to give a true 360 campaign experience for each and everyone.
The app
Every magenta object is our ad
With the help of the Sesam App, we also organized a summer-long countrywide treasure hunt. The mechanism is pretty simple: by using your camera to scan any magenta color, an AR extension allows you to see what’s behind it. This way, we turned an infinite number of the magenta objects into our own media channel to give Hungarians countless surprises. You can check out the case study about it here.
Results
Numbers, numbers, numbers
It’s true that you cannot measure fun, but the numbers we were able to gather speak for themselves. By the end of August, 381,416 experiences were collected and we quadrupled the number of our TikTok followers.
Watch our case study video:
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Slide 1 of 3: Unspotted Spots: hidden in plain sight
Unspotted Spots: hidden in plain sight
It’s not often we take pride in a campaign that millions of people saw, yet no one actually noticed. But that’s exactly what happened. Below, we’ll take you behind the scenes of Telekom’s Unspotted Spots campaign: how it started, how it unfolded, and why we hid the whole thing in plain sight.
Now you.
Enough about what we’ve done. What have you got in mind? A campaign, a product, a big what-if? Our Growth Partners know their way around the industry. And they’re all ears.