Telenor is one of the biggest telco operator on the Hungarian market for more then 25 years. Beside a usual service campaigns and promos they wanted to launch a brand activation, witch can generate buzz around the brand and make people talk about Telenor as a contemporary operator, which understands people’s life and care about them beyond classic services. As a first step we defined a cultural tension, which is relevant for the people and can be linked to Telenor too. Digital tools (such as mobile phones) have a dramatic impact on relationships. Couples are sitting next to each other without talking, just hanging on their phones. Though, they may be in the same room, they are still disconnected. This is how our task was clarified: We wanted to change people’s perception about the negative effect of telecommunication on relationships.

Can the same tool that is destroying our relationships actually heal it? We believed the answer is yes! We created LovePlant, which is an innovative product: a smart plant, which get watered and cared based on how much do you care each other via mobile communication.

We created an app, which will be your personal relationship coach: it will give you daily challenges to improve the quality of your communications. The app sends data to the smart plant and it get’s watered when both of the couple completed the daily task. Each pot was powered by our SIM card. So the more they cared about each other, the more their flower bloomed.

The quality of your communication gets immediately visible: dying plant=dying communication quality.

We created an app, which was your personal relationship coach: it will give you daily challenges based on a questionary you both filled out during the install process to improve the quality of your communications. The app sends data to the smart plant and it get’s watered when you get home. Each pot was powered by our SIM card.

The campaign started on Valentine’s day of 2020, as we believed this is the best season of the year to talk about relationships. We partnered with well known celebrity and influencer couples and they started to share their own experiences on their own channels: more and more people joined to the LovePlant challenge and finally the topic raised even the media’s attention: LovePlant were introduced in Hungary’s main TV morning show, on major radio channels and we had press and online coverage of design, lifestyle and tech magazines/portals.

LovePlant sold out in 10 minutes (first 50 pieces) – and almost 2000 pre-order in one week

Social engagement: 65.000

Total media reach: 1.896.253 (20% of the total Hungarian population, 98% of the target group)

Free PR value: 7000 EUR (online, TV, press, radio)