Thousands of champions

Creative idea

Telekom aims to improve societal well-being through digitalization. While Hungarians excel in professional sports, many struggle to maintain a sporty lifestyle. To address this, Telekom supports the Vivicitta running race to foster positive habits and motivate participants. This year, Telekom utilized 10 simultaneously operating AIs with 16 prompts to enhance the experience, creating personalized articles for each runner based on registration and timing data. AI processed 63 data points per athlete to generate unique race reports, distributed immediately after the race. Runners could choose to share their articles on the National Sport site, previously accessible only to professional athletes.

Brand name: Magyar Telekom
Advertiser / client: Magyar Telekom
Product / service: Telecommunication
Campaign name: Telekom Vivicitta 2024
Agency network: INDEPENDENT AGENCY
Agency: Mito, Budapest
Media agency: Wavemaker Hungary
Agency chief executive officer: Dániel Kövesházi
Chief creative officer: Gergely Marosi
Creative director: Dániel Ördög-Kovács
Art director: Péter Lukács, Adél Czebe
Copywriter: Bence Bán
Designer: Júlia Mészáros, Viktória Mezey, Dóra Gyöngyösi
Account director (agency): Tina Ruppl, Eszter Debrenszki, Edina Egyházy
Strategic planner / strategist: Andrea Kovács
Additional company: 'Digital Production - Andrea Tolnai, Márton Szabó-Biczók, Áron Igmándy, Csaba Horner Production Manager - Gergely Kisfali'