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RaceTV for Telekom Hungary

We created an original media, content and technology campaign that brought personalisation to the experience of taking part in Hungary's largest running event, driving brand relevance for consumers and exceeding expectations tenfold.

AWARDS / CONTENT / DATA / FESTIVAL OF MEDIA / HUNGARY / TECHNOLOGY / TELECOMMS / TELEKOM HUNGARY / VIVICITTA / WMCONTENT
A world-record ad production!
Advertising News
2017

THE CHALLENGE

Telekom Hungary was the main sponsor of Vivicittá, Hungary's largest running event. The challenge they had was to make full use of the sponsorship opportunity, and to increase awareness amongst the participants, who were otherwise very focussed on their run, and definitely not on any advertising.

OUR SOLUTION

We knew that runners love documenting their achievements. After an event, they can spend hours looking for a picture or video of themselves on an event website. Many run with an action cam or ask friends or family to take pictures along the route. So as a brand that's always innovating for its customers, we knew that Telekom would be perfectly placed to help. We identified each runner through their race tags which contained a unique RFID chip. On race day, we documented their run through four remote-controlled slow-motion cameras that communicated through Telekom’s 4G network. We added footage taped by two drones and four field camera units. All the data was uploaded and processed in real-time by 204 cloud servers using 410 cores – then the scenes was edited, supers of time results added together with music and mood clips. As the runners crossed the finish line, they received a branded message from Telekom with the film of their personal run.

DELIVERING RESULTS

  • Runners loved their branded but personalised videos.
  • The emails had a record open rate of 74% (the benchmark was 25%).
  • The share rate was over 10%, which is two orders of magnitude better than the average share rate of a Telekom fan page video post (0.1%). 
  • Also, the actual reach of this campaign was ten times higher than the number of runners that took part.

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RECORD OPEN RATE

RECOGNITION

This work has won several awards at The Festival of Media Global 2018, Hipnozis Awards 2018, Digital Media Best Practice Awards 2018 and the 2018 Golden Blades (Arany Penge).

WHAT WE THINK

Maria D’Souza, global partner WM Content explains why content is 'living its best life right now', based on her time as a judge at The Festival of Media Global 2018. Race TV won Gold in the Best Use of Technology category. Click to read more >
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