THIS IS HOW YOU WRITE TYPE

(ÍGY ÍRTOK GÉPELTEK TI)

BY TEAM OSLO

26 March 2018

Have all Hungarian literature everpublished to be accessible online

Objective

Encourage people to volunteer in the process of digitalization

Challenge

InsightNew generations grow up in a digitalizedworld which separates them from the elderly.

People do not tend to volunteer easily if itrequires bigger effort.

Belonging to a bigger entity makes people feelmore motivated to act.

Searching online is the easiest and fastestway to find what one’s searching for.

The generation gaps can be decreased byputting traditional formats into a new set-up.

Personal benefits can be a convincing reason.

Other people can make certain things moredesirable and convince one to participate aswell.

The power of Ctrl+F

Adaptation

Main idea

ThisIsHowYouType.hu

Telekom’s microsite where all Hungarian literature needs to be typed in.

After registration with an e-mail address, users can be a part of the “typing-community”. Uploading

100 characters from a certain literature would earn the user a 1-day free access to the database where

it is possible to download one material. Furthermore, monthly prizes would be drawn among the active

users.

INSPIRE INFORM INVOLE• Guerilla marketing with

the Ctrl+F Challenge

• GDN

• Social

• Owned media from

ThisIsHowYouType.hu

• OOH

• Social

• Earned media from

Ctrl+F Challenge

Are you able to find the answer in 30 sec without using Ctrl+F?

• Using Telekom’s Ctrl+F challenge on the

anniversary of the first ever printed

Hungarian book (June 5th) and 4 further

weekends in June, to promote the importance

of digitalized Hungarian literature

• Telekom Buddy 2.0 would walk around in the

5 biggest cities with 3 Hungarian

masterpieces, challenging pedestrians to

search for a particular information in one of

them

How much does it take you to type in the first sentence of “EgriCsillagok”?

• Nationwide CLP campaign with Beacon in the busiest areas. Sending push notifications to pedestrian's mobile phones, while waiting next to the CLP,

informing them about the ThisIsHowYouWrite website.

• Geotargeted social communication (YouTube and Facebook video) about the

Ctrl+F Challenge• Earned media from the Ctrl+F Challenge –

articles, videos, social posts

How much can you type in in a month?

• Geotargeted GDN and Social communication with

different targeting depending on the time of the day to

reach the TA in all three stages: work, home and on-the-

go.

• Owned media on the website. Users get free access to the

future database, depending on their level of

participation. (100 characters=1day)

• Monthly prizes to different interest: Telekom

subscription, new mobile, e-reader

INSPIRE

INFORM

INVOLVE

2018 JuneGuerilla marketing: 1 M HUF(mostly non-media budget)

2018 JulyCLP with Beacon: 18 M HUFSocial: 3 M HUF

2018 Aug - MayGDN: 3 M HUFSocial: 4 M HUF

Ongoing presence, collecting usergenerated content

Strong awareness building has a key role in maintaining the ongoing presence of the campaign for the future