Thousands of champions

Creative idea

While Hungarians excel in professional sports, many find it challenging to maintain regular exercise. To promote a healthier lifestyle, Telekom supported the Vivicitta running race, utilizing a novel digital approach. This year, Telekom employed 10 simultaneously operating AIs with 16 prompts to craft personalized articles for each participant based on registration and timing data. AI analyzed 63 data points per athlete to create unique race reports highlighting individual strengths, distributed immediately after the race. Participants had the option to share their articles on the National Sport site, an opportunity previously exclusive 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