Slovak Telecom: LIVE CINEMA COMMERCIAL

Credits & Description:

Category: Best Use of Screens

Advertiser: SLOVAK TELECOM

Product/Service: TELECOMMUNICATIONS

Agency: ISTROPOLITANA OGILVY

Date of First Appearance: Oct 29 2010

Entrant Company: ISTROPOLITANA OGILVY , Bratislava, SLOVAK REPUBLIC

Chief Creative Director: Peter Darovec (ISTROPOLITANA OGILVY)

Creative Director: Brano Bezak (ISTROPOLITANA OGILVY)

Copywriter: Vlado Jancek (ISTROPOLITANA OGILVY)

Art Director: Vlado Durajka (ISTROPOLITANA OGILVY)

Account Manager: Zuzana Turekova (ISTROPOLITANA OGILVY)

Producer: Juraj Janis (HITCHHIKER FILMS)

Director: Tomas Masin

Media placement: Cinema - Cinemas In Slovak Republic - 29 October 2010



Insights, Strategy & the Idea

Cinema is a place, where people usually enjoy the same emotions. And share it together. Cinema is therefore a really appropriate place for the T-COM & T-MOBILE "Life is for sharing" concept.



Creative Execution

Instead of an “ordinary” cinema commercial we offered a chance to experience something unusual. We wanted to achieve the effect, of the brand really stepping out of the cinema screen.

During one Christmas weekend, visitors in multiplex cinemas in the biggest Slovak cities experienced something really special:

The main character of our Christmas campaign, African boy Dede, did a phone call directly from the cinema screen with one of the visitors. Through a combination of prepared video and a live actor performing directly in a cinema hall, we created a performance which everybody could enter through spontaneous reaction.



Results and Effectiveness

Over a single weekend, before 82 movie projections, people in the 3 biggest Slovak towns enjoyed the memorable moment thanks to T brand. They got a really deep, high quality impression of the product message "advantageous calls for everybody". This was consistent with the overall concept of “life is for sharing”.