The tension
You’re constantly in touch with your siblings, parents and friends. Most of the time you can only connect online, but you always know what’s going on with each other. At the same time, sadly, grandparents are often left out of this. Yet they’re the ones for whom it would mean the world to be an active part of the family, not just during the holidays, but throughout the rest of the year. With the help of the right digital tools, we can make it possible.
Our approach
We devoted our campaign to this cause. First, we had to make sure people talked about the topic. Based on thorough and representative research, we generated PR and influencer appearances, and we also wrote a touching story about a grandmother and her grandson for our TV commercials. Then we positioned Telekom’s Magenta 1 offer as a great solution to unite your family.
Walk the talk
On top of that, to show our deep commitment to the cause, we developed an additional solution to reconnect elderly family members with their families. The Telekom Family TV Album is a smart TV app that allows family members’ Facebook photos to magically and automatically appear on grandparents’ TVs. This way, the elder generation can also view the everyday experiences of their loved ones, on a platform they know and trust.Yet they’re the ones for whom it would mean the world to be an active part of the family, not just during the holidays, but throughout the rest of the year. With the help of the right digital tools, we can make it possible.
The result
- With our 6 films, we reached a total of 4,200,000 people, 94% of our target group.
- Based on Synetiq’s neuromarketing research results, our film outperformed all Hungarian telco campaigns of 2018, in every aspect.
- With the Telekom Family TV album, we have made it possible for thousands of smart TV owners, to stay connected to their loved ones.
- Our Christmas market activation resulted in over six hundred personal video deliveries.
- Our campaign outperformed the average measures of the telecommunication industry in almost every aspect, like brand recognition, likeability, relevance, brand effect and interest rate.
- Our most significant result, however, is that Telekom was able to bring family members closer together – and not just during the holidays.