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 STORY
Dog days are over
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.