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

2. 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.

3. Tactical structure

4. 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

5. 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

6. 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

7. 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