Entertainment > Audiovisual Branded Content

THE REAL ROBOKIDS

OGILVY, Athens / COSMOTE / 2020

Awards:

Silver Cannes Lions
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Overview

Credits

Overview

Why is this work relevant for Entertainment?

This is a feature-length documentary, created in order to fascinate family audiences with the world of Educational Robotics, by telling the story of six Greek teams that had won the advancement to the World Robot Olympiad in Hungary 2019. The second part of the film is a genuine cinema-verite telling of a classic underdog story, with three out of the six teams managing to win medals, in a moving finale. The film captivated audiences both online and on TV while advancing the brand values of COSMOTE telecom, in creating a better world for all, through the adoption of new technologies.

Background

COSMOTE telecom has been promoting Educational Robotics in Greece for the past 6 years, as the strategic partner of the World Robot Olympiad in Greece (WRO Hellas), co-organizing an annual competition and the preliminaries of the Olympiad and giving away thousands of robotic kits to schools around the country in order to advance Educational Robotics and cultivate tomorrow's scientists.

However, the general public wasn't interested in the robotics competitions, thinking they're only about geek kids playing with robots.

Describe the creative idea

Wanting to show everyone that these kids are Greece's future heroes, we decided to follow the 6 Greek teams that had advanced to the World Robot Olympiad in Hungary 2019 and document their preparation and efforts during the games, in a feature-length documentary titled "The Real Robokids". Little did we know that we would witness a national triumph in the making.

Describe the strategy

In order to interest the general public, and specifically the families of young kids, we decided to create a sports documentary, that would first explore the fascinating world of Educational Robotics, explaining what drives all those teams to invest their time and effort and how much thinking goes into the creation of those robots and then follow the teams along their trip to the Olympiad, documenting their every move, without knowing the result of their efforts.

Describe the execution

We first visited the six teams around Greece and interviewed them during their preparation, along with their teachers and families, while examining how they'd won their advancement to the Olympiad. We then followed the teams on their way to the World Robot Olympiad at Gyor in Hungary, where three different crews documented every minute of their attempt, with unprecedented coverage of the games, up until their final triumph.

Five of the teams managed to place themselves in the final-8 of the world, and three of them won medals, (a bronze and two silver) that brought Greece to second place in the world, only behind Russia!

The film was shown on Cosmote's popular YouTube channel, as well as on prime-time TV. In order to build anticipation, a TVC was aired a month in advance, as well as an online and TV trailer a week before the film premiered online.

Describe the outcome

The film became the most-viewed Greek documentary ever, with more than 2.1M views on YouTube in a country of 7M internet users, as well as shown on prime-time TV. The kids were welcomed back as heroes on news reports and were invited for interviews by major TV channels. Then the Prime Minister of Greece honored them in a special ceremony, where it was announced that Educational Robotics would officially become part of the school curriculum, starting 2021.

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