CHYŤ MOBÍKA

Please share the details of your campaign activity as indicated below. Please be aware of the word count as the submissions site will not allow you to exceed this.
• Insight: The marketing challenge and brand insight (250 words):
TO KEEP T-MOBILE SPONSORSHIP RELEVANT AND IMPACTFUL WE REVIVED AND UPDATED BRAND CHARACTERS THAT EVERYONE LOVED
In 2013 Telekom became the broadcast sponsor of Superstars (version of the Pop Idol format).
We had to catch attention of Slovakia's youth, so we have revived Mobíci - funny animated and beloved brand characters.
Strategy: The consumer insight and communications strategy (300 words):
WE WOULD CREATE SLOVAKIA’S FIRST-EVER SOCIAL TV EXPERIENCE
Our strategy would create an opportunity for the audience to gain additional content for their smartphones when our adverts were playing.
• Execution: The creativity of the communication and activation and/or delivery (250 words):
WE GOT SLOVAKIA SHAKING ITS SMARTPHONES EVERY TIME T-MOBILE MESSAGES APPEARED DURING SUPERSTARS
We created a mobile app that would transfer our Mobici from the TV screen directly into a user’s smartphone.
All they have to do was to shake their smartphone during the broadcast of our adverts.
We promoted the app via owned messages on the Telekom Facebook and YouTube channels and mobile ads on Facebook and Google.
• The results (200 words for all categories, except for The Effectiveness Award where this section calls for 350 words to reflect the greater emphasis on results):
MOBICI WERE THE BIGGEST THING IN SLOVAKIA.
Our app was a Top 10 app download in the Google Play and Apple App Store family listings for two months, it was downloaded 27,000 times.
Our innovation was covered by the leading business and technology titles.
Consumers captured more than 8,000 characters in total, spending more than 70 hours shaking their phones.
Average prompted awareness hit 48% among our target group.