Vivicittá Interview Marathon

Creative idea

Professional athletes finish among microphones; amateurs usually finish in anonymity. Telekom changed this. At Vivicittá, each runner’s race data powered a personal interview with AI Gundi, the digital alter ego of Gábor Gundel Takács, Hungary’s best-known sports commentator. He asked about specific moments in their run, listened and followed up like a real reporter. Even runners who skipped the interview received a bespoke video recap of their achievement. By giving ordinary participants the media treatment of sporting heroes, Telekom created a new finish-line reward: not a generic sponsor gift, but a story starring the athlete who had earned it.

Brand name: Telekom
Advertiser / client: Hungarian Telekom
Product / service: Telecommunication
Campaign name: Vivicittá Interview Marathon
Agency network: INDEPENDENT AGENCY
Agency: Mito Group, Budapest
Media agency: WPP Hungary
Agency chief executive officer: Albert Farkas
Chief creative officer: Gergely Marosi, Balázs Pőcze
Creative director: Gergely Marosi
Art director: Patrik Béky
Copywriter: Gergely Marosi, Bence Bán
Designer: Viktória Mezey
Account director (agency): Edina Egyházy, Orsolya Nagy-Sándor, Cynthia Vajda
Strategic planner / strategist: Orsolya Heauthaler
Agency producer: Záli Bán
Digital production: Márton Szabó Biczók, Andrea Tolnai, Csaba Horner, Zsolt Tátrai, Roland Tóth
Additional company: Áron Igmándy