Making literature everlasting

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Presentation transcript:

Making literature everlasting Young Cannes Lions 2018 Team „Dar es-Salaam”

Communication strategy Insights Telekom takes responsobility for the digital future has a well established internet network Reading is getting more popular again Older literature will disappear due to durability of books Communication strategy Our primary goal is not getting people to read more, but to save the culture of literature by „renewing” books with digital content. As Hungary’s biggest telecommunication company, Telekom can make literature everlasting.

Tactical structure

How would you feel, if Vörösmarty’s Szózat disappeared…? Phase 1 - Teaser The goal is to drive awareness about the problem, get people to understand how this will affect the literature. How would you feel, if Vörösmarty’s Szózat disappeared…? Print: Insertion Lenticular Digital: Facebook & Google PPC HTML5

Collaboration with publishers (5 days) Rich media/Lightbox banners Phase 2 - Release Collaboration with publishers (5 days) Rich media/Lightbox banners Both solutions are connected to the landing page

Phase 3 - The big idea Saving books by „killing” books Free Wi-Fi areas The password is a unique copy of a particular book text (no duplications). Using the password, free Wi-Fi is available for 10 minutes. By using these „passwords”, the work of an author will get digitized. The Wi-Fi zones are segmented by authors, so users can basically upload the whole work of a certain author in a Wi-Fi area. CAPTCHA

The Big Idea + Supporting Media Tools & KPI Teaser Release The Big Idea + Supporting 15th Apr 5th June KPI: Driving awareness (reach) KPI: Activation, Conversion (Written characters, website visits) Wi-Fi Zones Outdoor Leaflets to every purchased Telekom assets Citylight Poster (Lenticular) Digital Facebook & Google PPC Print Digital Facebook & Google PPC Publisher collaboration PR articles