Vodafone launched a brand new 3G network in Hungary with exceptional coverage – the largest in the country. All mobile service providers on the Hungarian market were communicating their networks’ superiority simultaneously in one way or another.

Moreover, as the third player to enter the Hungarian telecom market Vodafone still had to challenge the perception of having a less developed network as its competitors who had been longer present in the country.

We had to stand out from the crowd and try to cut through the noise to reach our target audience.

How we did it?

Zoltán Kodály and Béla Bartók (two world-famous Hungarian composers) traveled the country 100 years ago, collecting and recording voices and folk songs to preserve the Hungarian musical tradition for future generations. Now, 100 years later, an internationally recognized contemporary composer and DJ, Yonderboi set off on a similar sound-collecting journey to prepare the soundmap of Hungary as part of the Soundmapping campaign. He was encouraging people to help collect sounds throughout the country. He merged crowd-sourced content with his own recordings, creating a Soundmap track.

We have accompanied him on his journey and filmed a 5 piece documentary series, publishing the different episodes on online channels every week.

A series of short documentary films were shot during each trip, exclusively for online publication. This 5 episode mini documentary series captured Yonderboi’s journey around Hungary while he was gathering sounds, inspiring people to contribute.

The quest for sounds took us to an abandoned glass factory, to Lake Balaton, to a nursery school and to the blocks of a housing estate - an iconic leftover of socialism.

We wanted go back to the roots of documentary filmmaking to create real stories that can also resonate and deliver the message of Vodafone. This kind of storytelling gave us the possibility to create content, which is honest, entertaining, informative and emotional at the same time.

Here comes the results section and while you are looking at the numbers, don’t forget, that we are a country of less than 10 000 000 and the target group amounts to 1,1 million people out of the whole population. Numbers look much better already, don’t they?

RESULTS:

- 2 Million Facebook reaches.

- The online series, consisting of five episodes, had more than 500 000 unique YouTube views.

- The live stream had more than 9000 views, (this equals the number of places in the largest concert hall of Hungary) with users spending an average of 22 minutes watching it.