Young Cannes Lions 2018 Team Dar esSalaam Insights Telekom takes responsobility for the digital future has a well established internet network Reading is ID: 701080
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Slide1
Making literature everlasting
Young Cannes Lions 2018
Team „Dar es-Salaam”Slide2
InsightsTelekom takes responsobility
for the digital future has a well
established
internet
network Reading is getting more popular againOlder 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.Slide3
Tactical structure Slide4
Phase 1 - TeaserHow would
you feel, if Vörösmarty’s Szózat disappeared…?
Print:
Insertion
LenticularDigital: Facebook & Google PPCHTML5
The
goal is to drive awareness about the problem, get people to understand how this will affect the literature.Slide5
Phase 2 - ReleaseCollaboration with
publishers (5 days)Rich
media
/
Lightbox banners
Both
solutions are connected to the landing page Slide6
Phase 3 - The big ideaSaving books
by „killing” booksFree 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.CAPTCHASlide7
Media Tools & KPI
Release
Teaser
The Big Idea +
Supporting
Print
DigitalFacebook & Google PPCPublisher collaborationPR articles 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
5
th June
15
th
Apr