Hungarians to Mars

Creative idea

During the economic downturn, Telekom, a premium telco provider, needed to shift brand perception from premium to great value in order to retain customers. Recognizing a lack of awareness about subscription benefits, they devised a strategy to highlight over 80 valuable 'goodies' in way that also provides some much needed entertainment to customers. Creating a content-based brand ecosystem, they co-produced an online mockumentary series—'Hungarians to Mars'—and crafted doezens of TVCs, hunderds of displays and social assets. While escaping their grim everyday life and enjoying the hilarious content, the target audience organically discovered service benefits and engaged with the Telekom brand.

Brand name: Magyar Telekom
Advertiser / client: Magyar Telekom
Product / service: Telecommunication
Campaign name: Hungarians to Mars
Agency network: INDEPENDENT AGENCY
Agency: Mito, Budapest
Media agency: Wavemaker Hungary
Agency chief executive officer: Dániel Kövesházi
Chief creative officer: Gergely Marosi, Balázs Pőcze
Creative director: Dániel Ördög-Kovács
Art director: Péter Lukács, Péter Maglai
Copywriter: István Csuhai, Bence Bán
Designer: Viktória Mezey, Júlia Mészáros
Account director (agency): Edina Egyházy, Orsolya Nagy-Sándor, Eszter Debrenszki, Patrik Gál
Strategic planner / strategist: Virág Kiss
Film production: KMH Film Kft.