Quarterly Magazine Autumn 2009
Contributors Editors Vera Bognár Online Senior Media Planner, OMD Digital Dóra Deák Senior Media Planner, OMD Emese Király Marketing- and Communication Manager, OmnicomMediaGroup Klaudia Kosaras Senior Media Planner, OMD Péter Kovács PPC Specialist, OmnicomMediaGroup Digital Viktória Márton Senior Media Planner, OMD János Mechler Director of Innovation, OmnicomMediaGroup Enikő Szakács Head of Planning, OMD Edina Szucsik Senior Media Planner, OMD Graphic Design Ádám Ridovics
I hope that you haven’t lost your optimism and spirit for the fight in the difficult year of 2009. For those of you in doubt, I recommend drinking a glass of good Hungarian wine! Not only due to current vintage harvesting, but mainly due to the Hungarian people being avid wine-drinkers, as revealed in our research on summer festivals. You’ll find the details on page 6.
OMD’s 9th annual Student competition
Vodafone Global pitch: OMD worldwide wins the business
Now sample some food. The recession hasn’t stopped McDonalds from gaining ground. On the contrary! This year McDonalds opened its 100th restaurant. On this occasion cheeseburgers were on sale at extremely low prices throughout Hungary. The promotion was supported by special communication - find the details in this edition.
100. McDonald’s László Mező heading MAKSZ media section
It is paramount that we as a company adapt to the seas of change, but remain focused on a core business. With this in mind, the National Media Contest for Students enters it’s 9th year (supported by a brief from K&H) with students representing both Universities and Schools in teams of three. The jury will again be made up of outstanding media experts from Hungary. Dear young colleagues! It is worth pulling up your socks as OMD still has a good number of contestants from previous years currently employed.
Nóra Horváth Magyary, one of Hungary’s leading communications experts could be a role model for young people. We interviewed her about the image communication of K&H Bank, the communication of Sziget Festival (which has been a success for several years), branded entertainment, her professional career and many other things.
Nóra Horváth Magyary K&H
The portrait column of this edition features one of our „elite soldiers” Ágota Vásárhelyi, who has gained considerable media market experience in the past 15 years.
Sziget Festival online
In case your starting to have enough of this long intro –find „Red Bull and the festivals” i.e. „What is the secret of Red Bull’s successful appearance? This question is gaining more and more importance. Did you know that even before the end of popular events, the Internet community begins to search for information concerning the event for the following year? „There’s no stopping us now, we keep running on Hungaroring with Renault WSR!” Read our case-study on how a media agency can provide effectiveness for its client utilising these types of ‘grand-scale’ events. I hope you will enjoy reading our newsletter and I wish you success in business life. In case you are in need of an efficient partner, OMD Hungary is always at your service!
OMD Digital 12
Media adventures beyond TV K&H
OMD Portrait Ágota Vásárhelyi
László Mező Managing Director, OMD Hungary firstname.lastname@example.org
OMD news Autumn is here again and continues to provide significant challenges for us. We are again entering of the tender season with a multitude of pitches ongoing, we look forward to receiving the EFFIE results and we are about to launch the 9th. National Media Contest for Students. McDonald’s opened its 100th restaurant On 28 August in Győr, McDonald’s opened its 100th restaurant. For the key event, cheeseburgers were on sale for 100 HUF for 100 minutes anywhere in the country. To ensure to provide as much information to as many people as possible concerning the promotion, the campaign was aired for two days on two TV channels (RTL and Cool) via single blocks of 10 sec long spots, and it received support on popular internet sites and on Sláger Radio. The communication also included a full page appearance on the cover of Metropol. 9. OMD Media Contest for Students With a new website This year sees the National Media Contest for Students enter its 9th year. The topic for this year’ is: K&H, the bank of Sziget Festival – image communication. The brief was made available from 14 September at the following web site: www.omd.hu/mediaverseny The five best teams of three will present their projects in person for the jury of professionals on 27 November at the Budapest College of Communication and Business. Since 2001, OMD has organized this contest for college and university students specializing in marketing and marketing communication. Year after year, participating teams prove that the contest plays an important role in their lives. The 6 month professional traineeship provided for the winners may even serve as a foundation for a future career. We still have 7 ‘ex’ students employed at OMD, with one who is came in from the first competition who is now a Senior Client Service Director.
VODAFONE Vodafone Awards $1 Billion Global Media Business to OMD Vodafone, the world’s largest mobile telecom provider, consolidated its $1 billion-plus global media-buying account with Omnicom Group’s OMD. The assignment covers vast swathes of the globe, including Europe, Middle East and Asia-Pacific markets. Twenty markets in all were covered in the review, though some were already handled by OMD. The review didn’t include the U.S., where Vodafone’s presence is a minority stake in Verizon Wireless. That was not part of this review. In the beginning of the year OMD lost Vodafone’s U.K. media account, which it won back, to Aegis’ Carat. In a statement, the marketer would only say: „After an extensive review Vodafone has appointed OMD as its global media network.” The move follows by just a few days reports that Vodafone made the surprise move of putting the London office of Buenos Aires-based Santo in charge of its global creative account, displacing Bartle Bogle Hegarty, which is said to still have the account in the U.K. OMD Hungary retained the Vodafone business locally last year. OMD Hungary has been Vodafone Hungary’s media agency since the telecom provider entered the Hungarian market in 1999. New president of media section in MAKSZ László Mező, manging director of OMD Hungary has been elected president of MAKSZ media section. As for his plans László said: „It is very important for the agencies to be properly represented within the communication industry, and it is vital to initiate actions that help the industry move forward. MAKSZ Media section has always been famous for its members (who are normally competitors) ability and willingness for cooperation”
Competition is getting bigger, however we must keep up with the media section’s good tradition of cooperation.”
Festivals of the past, festivals of today. What’s going on? János Mechler, Director of Innovation for Omnicom Media Group tells us about a research study on the festivals of the summer carried out using our own online research panel named NaMiVan? This is autumn, so it’s time to get cosy, there is no pressure on us to go and find another one of those hot summer adventures at any of the myriad of festivals. We have also taken a step back and taken a look at the characteristics of the festivals and the festival goers of summer 2009. Along with ice-cream, Lake Balaton (Croatia?) and melons (!), festivals are amongst the hottest tips for the summer. Therefore, we interviewed the targetgroup before the start of the festival season. Please find our summary on pages 6-7 for details click here: www.omnicommediagroup.hu/publikaciok The research was carried out using our online panel; site detail: www.namivan.hu. NaMiVan? is the first thematic research panel with more than 7000 registered members from the age of 15+. Research in pictures on pages 6-7
Nóra Horváth Magyary Recently we interviewed the Communications Director of K&H Bank, sponsor of Hungary’s biggest festival. Nóra Horváth Magyary spoke to us about the Bank’s Image communication, their sponsorship of the Sziget Festival, branded entertainment and her professional career. One of Hungary’s most respected professionals gave us un insight into what makes her proud at work and at home.
Marketing- and Communication Manager, OmnicomMediaGroup If you had to introduce yourself in three words, what would be those words? Communications expert, information mediator, mother. What is it that makes you the most proud? My son. What makes you proud about your career? My employees. I have been working on this field for decades and I have had many talented, ambitious colleagues. Most of them performed well and made a nice career. Some of them have become high-level managers. What kind of manager do you think you are? Maybe it would be better to ask my employees. I would say I am definite. Work-life balance. It is a hot topic these days... As a manager and a mother, how do you achieve this delicate balance? It depends on a person’s work-bearing capacity. Some people mainly devote their lives to the family some devote it to work. I consider myself lucky because I think that my work and my family live in symbiosis, I have a flexible schedule so I can switch between the two fields several times a day. The fact that work and family equally function well in my life gives me balance. What is your favourite city and why? I have two favourite cities London and Istanbul. What I like about them is their whirl, their diversity. I like to contemplate, to observe. I like that each district of the city is a different world on its own. What kind of traveller are you? I know the departure date, the destination, the date of return. I don’t make plans for the time in between. What are you up to when you don’t work? I spend my time with my son. If he is not at home, I live a social life as a regular coffee-house guest. I have several regular haunts. I like the atmosphere of coffee-houses. Some of my favourite places are: Dunapark, Zserbó, Déryné, Callas. If there is a new coffee-house in town I fancy giving it a try.
K&H is unique in the banking sector when it comes to image positioning. Beyond image building TV spots the bank also invested in branded content, festival sponsorship and even sponsoring of the Hungarian Olympic team. Could you tell us more about how these elements fit together? It is irrelevant which sector we are talking about, the coherent brand image is a fundamental principle of communication. This includes the brand positioning of the company as an enterprise (including everything the company does and the way it relates to its environment). The remaining elements are the brand communicated to the clients and the employee brand (approach towards present, former or potential employees). All these elements have to be aligned in the same direction. Each brand has its strengths and its weaknesses in communicating these elements. K&H displays its CSR image as well (i.e. its corporate brand position), more precisely only a part of it – Gyógyvarázs, Sziget Festival or the Olympic Games, while other areas are not communicated (eg. environment, compliance, HR etc). Sponsoring of Sziget Festival – how did it begin? What are the prospects for the future? How about the feedbacks? The sponsoring of Sziget festival started in 2005 with the re-branding of K&H. Along with this process, the advertisements were redefined and the existing sponsoring activity came into question. Classical fine arts was replaced by youthful, dynamic performing art and Sziget festival became the strongest on this field. We are happy with this co-operation. This is demonstrated by the fact that the first contract, which was signed for two years, got extended due to the success. Branded content. A creative solution or a hidden advertisement? It depends on two things whether it is branded content or a hidden advertisement. What does it look like? What does it say? If it looks like a real editorial content but actually it is censored or overwritten by the sponsor who paid for it - then it is a hidden advertisement. But if the sponsor does not interfere with the editorial content – he respects the editorial rules (so he won’t resort to censorship even if the content is not favourable to him) – then it is branded content. Seth Godin writes that in the past 40 years TV was the „magic beans”. Anyone using TV ads could sell products, on condition he didn’t make a big mistake. As opposed to this, he thinks that TV is loosing its power and even
though it is more challenging and it takes more creativity to communicate efficiently on the Internet, digital may be the „magic beans” of the future. What is your take on that? TV is age-group dependent. It is up to the target group whether it works or not. I think the future will be a big electronic, digital mix. Technical platforms will inter-communicate. Digital media will gain ground and probably we’ll have a „mini gadget”. (As laptops shrink in size mobile phones become bigger). I cannot see the format yet but the future is for a common platform. Broad entertainment vs. thematic TV channels? I don’t see any contradiction. Today’s commercial TV channels are like thematic tabloid channels and they will remain that way. How and where do you think K&H will place its advertisements in 10 years from now? Digital media will be the most prevalent. Press will hold ground, but it will be for a small, highly positioned target-group, probably as a free-time activity. Outdoor media will remain. (I don’t think there will be any significant changes on this field in the next 10 years).
Nóra Horváth Magyary She is a PR professional with a diploma in economics. She started specializing in marketing and communication (Hanze Polytechnic, The Netherlands and Manchester Metropolitan University, England) while studying at Budapest Business School, then she received a postgraduate diploma in PR. Later she studied to be a TV reporter-editor. She started her career in the field of PR at leading Hungarian and international agencies, then for 6 years she was PR and Communications Director at Coca-Cola Hungary. She has been working as Communications Director for K&H Group for 8 years. Her greatest achievements include: the PR communication for Johnson&Johnson’s babycare products in Hungary, Coca-Cola’s product quality crisis communication in Hungary, orchestrating the crisis communication for Hungary’s biggest broker scandal and leading K&H Group’s image and re-branding campaign. For years she has been a member of the EFFIE jury, she has received 5 bronze- and 1 silver EFFIE awards and 1 IPRA award.
The primary target group for the Sziget festival sponsoring is not only the people attending the event. The entire communication of the sponsoring counts.
10 Case studies
Sziget Festival from a media planning perspective K&H: The bank of Sziget Festival Since 2005 K&H has been the sponsor of “smart decisions” at the Sziget Festival with support through mass media. The goal of the image campaign remains unchanged but strategic and channel planning poses a new challenge for the team every year. Sziget festival from a media planning perspective.
Senior Media Planner, OMD It was in 2005, in tune with the repositioning of the brand, that K&H first sponsored the Sziget festival. The bank decided to sponsor the festival because its sponsorship strategy had to be adapted to the changing face of its clientele. Performing arts became a focus along with sports, children’s health and education. Sponsorship of the performing arts suited well K&H’s new youthful and dynamic image created in 2005 and the brand was introduced successfully to the visitors of the Sziget festival. K&H presents itself each year at the Sziget festival with its own location, bank branches and ATMs. The concept for the K&H festival locations change every year but the central message remains the same: „make a smart decision even at Sziget festival“. Along with their onsite presence, the “Bank of the Sziget festival” campaign has been an integral part of the annual ATL communication, therefore we also had the role, as the media agency, to plan a successful image campaign for the Sziget sponsorship. 2005 was the year of „king-pin games” at the festival area, welcoming festival-goers with a host of games where even the ATMs were dressed up in fairy-tale costumes. In the first year, the goal of mass-media communication was to make people familiar with the new image elements and at the same time ensure that the new image related emotionally to the target-group. The media strategy – in accordance with the creative material – was based on the concept that in case the target-group were unable to
visit the festival, then the festival feeling would be delivered to them. In order to provide wide publicity for the Sziget festival feeling, a nationally syndicated channel had to be used. The major element of the media-mix was a co-operation with Danubius radio. During the festival, Danubius radio broadcast its shows from K&H’s king-pin game location. Several times a day, broadcasts reported K&H’s activity and delivered the (Sziget) festival feeling. On top of that, intensive heralding spots supported the sponsorship making use of the key slogan „make a smart decision”. The supporting media was closely targeted and was adapted to the life-style of the target group: a high-affinity press campaign, leaflet distribution along with cinema tickets in multiplex theaters, also the Bank helped the festival-goers to make smart decisions by means of a special free-card (distributed at the festival) containing perforated, pop-out, beer-protecting caps. In 2006 „the festival of smart decisions” provided fabulous games and a sport track at its site of several hundred square meters. The mass media communication was realized in the form of a media-mix and weight exceeding the scale of the previous year. In 2006 the Bank of Sziget festival was also supported by a traditional TV (spot) campaign, since the main target of strengthening the reputation to a wide audience was best achieved quickly and efficiently through television. However the unique appearances still had an important role as a campaign element. Due to the affiliation to music, the Bank sponsored the festival reports on Viva music channel. Choosing this particular program proved to be a good decision as it had an outstanding rating compared to the average rating of the channel (compared to the average AMR value of 0.2%, an AMR of 0.3%-0.5% was achieved several times with the age group of 18-39. Source: AGB Nelsen)
Kisgömböc („Little dumpling”) appeared in the press in unique formats, the co-operation with Danubius radio and the beer-protecting caps popping out of free-cards (this time with Kisgömböc) were recurring elements. The return of the beer-caps was also a good choice based on the fact that all the perforated cards were used. (Source: Est Indoor). The appearances targeted for the Festival area were supported by decal covered suburban trains (HÉV) travelling in the direction of the Festival area. In 2007 the „roller skating dance”, as the first and only roller skating rink of the Sziget festival was a real novelty for lovers of dance and music. 12 celebrities from TV and radio (including Linda Zimányi, Attila Müller and Ferenc Rippel) tested their abilities against each other in the field of roller skating and a quiz show. As a consequence of the media appearances of the previous years, the brand „K&H the bank of Sziget festival” was well-known enough within the target group to have a TV role that focused not on highly-rated appearances but on communicating within high-affinity channels that were popular with the target group. Other communication elements from 2006 remained although in simplified forms: special press appearances, decal covered suburban trains, and the co-operation with Danubius radio. 2008 was the year of the Olympic Games in Peking. Considering that K&H sponsors sports and the Olympic Games, the set up at Sziget festival changed accordingly: at the „K&H Olympics Live” location, festival-goers could follow the sport events on a giant screen. The other location was named „K&H sport games”. As for mass media communication, the Olympics were not the focus as they were covered in a separate image campaign. The concept of the TV campaign was to support the current objectives.
Case studies 11
This campaign was special, not particularly in the channel chosen but special in the TVC’s visual appearance. The key element of the film was “screaming”. The actors were young people who we could easily bump into at the Sziget festival. All in all, the spot was a well branded, relevant and eye-catching piece of creative.
The campaign was awarded a bronze EFFIE.
This year the “K&H consultancy spot” helped everyone find the best program for them at Sziget festival. Festival-goers could follow the events of the festival on a giant screen and with the assistance of consultants they could prepare a personalized program list in order to spend as much time at their favourite concerts as possible. K&H advised not only on concerts of the festival but also on TV programs: the media support in 2009 was carried out in the form of a large-scale TV campaign. The Bank recommended the films running on RTL Klub whilst the campaign also had an extraordinary element: the day before the start of the festival on 9 August, it was a “Sziget festival” day on the channel (from noon each program was sponsored). “K&H the bank of Sziget festival” underwent a lot of changes over the years which is only natural as we had to adapt to the changing and evolving consumers and environment. In essence the media-mix was simplified over time yet we also witnessed a continuous drive in innovation. This has been and remains an interesting challenge for us and we look forward to the next one!
Sziget 2009 online “Day -365” If I had to prepare a summary for this article it would read something like: Sziget Festival 2009 started already in 2008 at least on Google.
Péter Kovács PPC Specialist, Omnicom Media Group Digital
If we analyze the search words: “sziget 2009” or “sziget festival 2009” by means of the trend analysis tool Google Insights for search, it can be seen that their trend lines begin after the end of the 2008 festival and with a continuous upward curve it reaches the apex in August 2009. It means that even before the end of the current festival, people are already inquiring about the next one. Who search the web? If we analyze the searches according to countries, it can be seen that Austria and Slovakia is followed by The Netherlands and it absolutely matches the opinion of people commenting on the festival: „It was full of Dutch people”. It is interesting to note that the Czech Republic and Poland are not included in the TOP 10. I guess there are other people who also wonder if it is the list of the performing artists (even if it is difficult to pronounce the names) or the ticket prices that keep people from visiting, or on the contrary, this is what makes them decide to press „buy”. As for the searches „sziget ticket” and „sziget live acts” the latter shows measurable searches in early March while people only start looking for tickets in early April. The volume of this search remains constant until midJuly and then comes the big boom in August. True to form.
A fine event requires fine advertisement However it is not easy to decide which ads are the best, since it requires a good jury. Let the jury be every internet user in Hungary who searched for a Sziget advertisement on Google in the past 4 years. Their searches draw the trend lines for Insights. So which is the most successful ad for Sziget festival? For the answer, one just have to take a look at the graph. Our good friend „Mr.Dárenbéz” was the absolute winner, even though his success is partly owned to the growth of the internet penetration and the increasing popularity of YouTube and other file-sharing sites. If we look at the number of views for the advertisement- and „music academy” videos the numbers are in the millions, which shows the potential of ads uploaded to YouTube.
Before the end of the current festival, people are already inquiring about the next one.
There you have the recipe for next year. Become visible as soon as possible, create a good advertising film – the distribution will be taken care of by us, Internet users.
Case studies 13
A Red Bull and festivals: Definitely but not by any means! For media experts, Red Bull is the least typical client. A brand is recognized based on its programs and its program sponsorings. We wanted to find out why it is beneficial for Red Bull to be presentat a festival? here we meet directly and take aim at our people. Additional marketing tools are applied eg. POS, Inflatable gates, armrests. The MEEX party ski-tour also falls into this category. Enikő Szakács
Head of Planing, OMD Basically our own events are the most important for us, where everything goes according to our liking, therefore they are 100% Red Bull. Our events are always characterized by something new, unique and special, which is a true representation of the brand reflecting the brand value to the target-group. The top priority for Red Bull is our own music-, sport- and other events. Festivals have grown to become so powerful that they have to be taken into consideration as communication tools, where you have to be present. It is music festivals that best suit Red Bull’s image, as the target group, which is very receptive to different impulses, is represented in great numbers at these events. The first type of event in this group is where we present only the product and the corresponding refrigerator. On these occasions, we seek no other opportunity for appearance than encouraging people to try the product, since our target group can only be reached partially at the Sausage Festival in Békéscsaba or at a VIP angling competition. This kind of influencing power is sufficient for there. The second type of events are important from the point of view of brand appearance, since
This is the most profound appearance enhanced with programs eg. our presence at EFFOT this year. Here some extra experience organized by ourselves is associated with the brand. This kind of appearance is interesting for us only when we are responsible for the content so we cannot be replaced. Our slogan is: „If we do something, we do it in a different way than the others.” We never copy any well-used method eg. Stage sponsoring. We always come up with something unique and special. A good example is an event called Music Clash that started last year and since then has grown big enough to be part of a large-scale music festival. Since one of the pillars for the brand Red Bull is FUN, each event in which the consumer can participate has an image-building property. An other important pillar is performance – here we concentrate on sports that require professional skills and great experience. May it be triathlon, extreme sports or an international event series attracting huge public eg. RB Air Race Series. Of course it has to be mentioned that while participating in an event organized by others may be a less expensive option, the rate of waste coverage has to be taken into account.
14 Case studies
Renault WSR – There’s no stoppin’! This year saw the 3. edition of World Series by Renault – in short: WSR on Hungaroring. It was the first time that OMD had teamed up with Renault for this ground-breaking event as the co-operation started out in early 2009.
Senior Media Planner, OMD WSR is not one of those „only-for-car-racing fans” type of events but more of a family weekend, where everybody –irrespective of age and sex - finds the program of their interest. World Series by Renault took place on 13-14 June 2009. It is similar to Formula-1 but offers more than that because here many things are possible that are out of question with F1. For example the paddock (the area behind the pit lane where the service trucks are stationed) are open non-stop for spectators and what’s more even the pit lane is open during the breaks of the race. It has to be mentioned that WSR, the small sister of F1, had such great pilots in the past as: Sebastian Vettel, Robert Kubica, Heikki Kovalainen, Felipe Massa, title-holder Lewis Hamilton and two-times world champion Fernando Alonso, so pilots in WSR are potential candidates for future championships. WSR has more to offer because the races (in three categories: Formula Renault 3.5, Eurocup Formula Renault 2.0 and Eurocup Mégane Trophy) and the spectacular shows were accompanied by piles of programs (Formula-1 simulator, wheel change contest, go-kart circuit and for the kids face-painting and inflatable bouncer). In addition to that, an exhibition featuring the street and race cars of the past, present and future was a program for everybody to enjoy. We could also enjoy the parade of historic race and street cars (including Ayrton Senna’s race car) and car acrobatics shows several times a day. What’s more, this whole plethora of programs was free to attend!
The following question arises here: in case of such event, how can a media agency help its client effectively?
OMD’s role was to establish a more complex, more integrated media partner co-operation by stepping beyond the traditional ATL solutions. The aim was to attract as many visitors as possible to the WSR weekend at Hungaroring, of course by using the most cost effective way for the satisfaction of either Renault or the media partners. In order to make sure that the event is successful, providing fantastic programs on the premises was not enough. The emphasis was put on getting the word out to as many people as possible, in order to encourage them to visit WSR with their families, so they can enjoy the exciting programs together. In order to achieve our goal of attracting many visitors, we recommended the usage of different media types, by which a national coverage could be reached and a high reach level could be attained in a short time. Therefore we teamed up with major media players. RTL was our TV partner, we had Sláger Radio, Origo for online, Sanoma for magazine and Ringier for daily newspaper. These partners are dominant actors on their respective fields and their portfolio allowed us to use multiple channels and reach a larger group by more general type of papers and sites (eg. Blikk, Exit, origo, iwiw, freemail etc.), also car racing fans by means of more thematic channels (Sportklub, Autó2, Nemzeti Sport, vezess.hu). Wide–ranging information distribution was achieved by a WSR special edition for Exit published in 150.000 copies, distributed partly on the premises, partly via regular distribution channels. We organized prize games for the spectators in order to better involve them in the world of WSR and render the upcoming event entertaining and exciting. Prizes included VIP tickets and special rides on Hungaroring. The goal of the appearances was to inform and attract as many people as possible. The number of visitors at the full-weekend program is in the hundreds of thousands which is an excellent opportunity for our partners to be present, since personal contact is much more powerful than a simple contact achieved by reading a newspaper or by browsing a site. In accordance with that, we provided the opportunity for our partners to set up their tents on Hungaroring in order to entertain the visitors
with programs that match their portfolios. For example: Sláger radio set up the adventure tent where guests could try out what it feels like playing in a rock band or they could playfully test their memories or try a special cash box game. In Sportklub’s tent, visitors could play simulators and meet the stars of the channel.
The joint venture has delivered the expected result and to our great contentment, last year’s visitor number was exceeded – 125.000 registered spectators visited WSR in 2009!
For comparison: The number of visitors at the WSR weekend was 117.000 in 2007 and 120.000 in 2008. Finally allow me to share with you some personal views. For me it was a great experience to participate in the planning of this unique project and to see how the media partners and ourselves became „infested” with the WSR enthousiasm of Renault’s staff. We could experience on site the result of hard-work, could see the long streams of crowd, could hear the roaring engines and could get first hand experienceof the common success! Finally all we can say is: there’s no stopping us and see you again in 2010 at WSR on Hungaroring!
Case studies 15
Pepsi Show Yourself; 15 seconds fame Pepsi set an ambitious goal in 2009; it’s not enough to be a good coke brand, the goal is to become a brand adored by the consumers to which they are affiliated and one that can’t be replaced. All this under such market conditions where David and Goliath stood against each other (Pepsi vs. Coca-Cola) both striving to ingratiate itself with the young, technogeek generation. entered into a strategic partnership with www. zizz.hu - a brand new micro-blogging site that was launched along with the campaign. Dóra Deák
Senior Media Planner, OMD The company has solid foundations for its ambitious goals, being a brand well-known by everyone, pursuing entertaining, innovative, out-of-the-ordinary communication year after year. Their campaigns are usually based around two platforms: music and football, enhanced with international and Hungarian stars (eg. Eva Longoria, Rúzsa Magdi, Beckham, Henry, Kaká, Messi, Gera etc.). So the experience and the background was given but in 2009 we wanted to create a completely unique local concept, independent from the international background with an idea that can be used in every element of the communication (ATL&BTL). To this end, the client and its agencies (BBDO, SODA, UP, OMD) started to plan Pepsi’s 2009 communication strategy in a closer than usual co-operation. In order to achieve the goal, „simply” reaching the target group wasn’t enough (push strategy) but we had to provide them with a platform that is attractive, exciting, fascinating and inspires them (pull strategy). Research data revealed 3 different areas that are of most interest to today’s teenagers: music, PC/online games and self-expression. It’s starting point for the concept: „Show Yourself” that is based on self-expression; Pepsi provides the „stage” and the opportunity for anyone to become famous for 15 seconds with their performance and appear in Pepsi’s next TV spot. ATL communication was developed in 2 parts: The image phase from May to June, followed by the promotional phase from July to mid October. The media mix was developed according to these two phases. During the image phase we resorted to traditional TV spots and various spectacular outdoor solutions (CLP, construction mesh, bus-stop posters). In the course of the promotional phase, outdoor was replaced by an increased online presence, since 90% of the age group 15-24 uses Internet. Besides the traditional display campaign we wanted an online solution that was innovative and matches strongly links with the campaign Show Yourself strategy. For that reason we
This site offers a new type of experience, allowing for self-expression through a variety of means including writing a blog, sharing videos or uploading sound files. On this page we created the sub-site „Pepsi 15 seconds of fame”, which is the „stage” where young people could upload their 15 sec performances. We wanted to provide complete freedom of art, so productions were encouraged in virtually any categories (singing, dance, music, humour, sport, etc.). Registered users of the site could vote on the videos. The prize was to win a 6 months’ supply of Pepsi products, every month. The maker of the most popular video (based on the monthly vote count) was rewarded with a video camera. The promotional phase lasted generated three winners. The latest Pepsi spots were based on videos that received the highest number of votes. The third winner can still be seen on various TV channels. Our aim was to engage our young target audience in the concept through the usage of both traditional and non-traditional ATL activity, allowing them to fully experience the campaign. Taking into consideration the fact that Pepsi has been sponsoring various music festivals in Hungary for several years, it was a natural concept to provide kids the opportunity to show themselves on real stages. In the summer of 2009 Pepsi sponsored 5 festivals (Hegyalja Fesztivál, EFOTT, Campus, SZIN) each of them with its own stage. The set-up at each festival well represented Pepsi’s young and dynamic image, related to music and had an organic feature where the stage, the mixing console and the POS had a uniform image.
RESULTS: 9206 users made comments 3 956 147 PI (page impressions) 391 214 UU (unique users) 05:44 ATS (average time spent in the site) 1023 uploaded videos 24 716 registered users
The 200 m2 Stage bars were set up accordingly next to the Pepsi stages, where festival goers could get a refreshment. The 15 sec of fame stage was erected here as well. At the festival we searched for potential contestants who could show what they got in 15 seconds. For this reason, the Hunter team was riding around the festival area with two branded quads for two days, in order to shoot mini-clips with the festival goers and give them T-shirts with a writing: VOTE ON ME! These mini-clips were edited on the premises and broadcast on the plasma screens in the stage bar. The clips could be voted on at the bar with the Pepsi hostesses. Both nights the best clip was selected before the feature concert and the winner was rewarded with a digital camera. In order to provide full integrity, the mini-clips shot during the festivals (224 pcs) were also uploaded to www.zizz.hu where further votes could be placed. Since the campaign is still running, we cannot report on the final results, however for the time being the number of videos uploaded exceeds 1,000, the number of registered users is above 24.000 which is an outstanding result. One thing is for sure, we are all proud of the upshot of the co-operation between Pepsi and its agencies and we hope that it is to the liking of young people, and is something that will be remembered.
Portrait: Ágota Vásárhelyi In the 3. edition of the renewed Onmedia you have the chance to meet OMD’s client service director Ágota Vásárhelyi is the head of K&H’s media planning team.
Marketing- and Communication Manager, OmnicomMediaGroup If you had to introduce yourself in three words, what would be those words? „Advertising expert”, „account manager”, and „master”. What is it that makes you the most proud? There are no events or projects that I could mention. Maybe the fact that I’ve been on this field for 15 years, this in itself is the biggest challenge. What kind of manager do you think you are? I hope I’m a good one… I used to have a really strong ambition to teach my younger colleagues. Now I allow them to make their own decisions so they can learn themselves… (and of course I learn a lot from them as well). What is your favourite city and why? It is always the place where I find myself. Especially the Italian cities because of the many monuments. In particular Venice, because everything has been the same there for 600 years. What are you up to when you don’t work? On workdays I don’t have much free-time. Most often I walk the dog and sleep in front of the TV. At the weekends I go hiking or maybe enjoy some wellness. Unlike other players in this sector, K&H uses not only high profile image campaigns but also a number of other approaches such as, Gyógyvarázs („Medicinal magic”), Sziget Festival sponsorship, sponsorship of Origo’s business pages and of the Olympic Games. These all create strong values and this fact is well communicated by the brand. Why do you consider these things to be important? According to several research studies, people prefer those brands that they trust, whether it is a bank or a detergent. This is a trend that has been strengthening since last autumn- the
beginning of the financial crisis. What’s more, it is the financial institutions that have suffered most from the loss of confidence. In the US, only 22% of people have strong confidence in their banks. In 2006, this figure was 53%. One of the roles of K&H’s approach, as explained above, is to create confidence, a positive brand image for important target groups (young people, small-and medium sized enterprises). Of course these programs are not a response to the crisis, but have been active a lot longer. Sponsoring of Sziget Festival – how did it begin? What are the prospects for the future? What is the feedback like? K&H Bank has been sponsoring Hungary’s most succesful festival since 2005, the year the bank changed its image. The previous, more conservative brand image was changed for a more youthful and dynamic one and this is well supported by through the sponsorship of the Sziget festival. As for the reputation of the sponsoring and its contribution to the brand image, the feedback has been very positive due to its creative communication (creative from the perspective of content and media formats). The success of this sponsorship partnership was recognized with the award of a bronze EFFIE in 2007. Branded content. A creative solution or a hidden advertisement? Neither of them. It is creative advertising and it includes many things such as product placement in films and TV shows. It has become a huge industry, in 2006 the global investment in product placement excluding barters was 3.3 billion dollars. Therefore the term hidden is not appropriate. However two-thirds of this amount was spent in the USA, as in Europe and unfortunately especially in Hungary the regulations are much more severe. It is absolutely forbidden to use it on TV, but hopefully, new law changes with regard to the media, will provide more favourable conditions to its implementation. Besides product placement, branded content includes every integrated solution that reaches beyond the traditional „sponsor spot solution” eg. the sponsor can take part in the production of the program. The activation of these solutions is more complex. OMD has established a special division (FUSE) for carrying out these projects.
Ágota Vásárhelyi She studied at the faculty of journalism and she specialized in marketing. She also studied at the University of Kansas in the US. Whilst there, she studied the whole advertisement communication process excluding graphics. She started her career as a buyer at the media department of an American advertisement agency and after coming home she continued as media planner and senior media planner in several well-established ad agencies (Y&R, Leo Brunett – her major clients include: FIAT, Philip Morris, Danone, Colgate Palmolive). She joined OMD 10 years ago, where she currently works as client service director. At present her major clients include: Beiersdorf, Reemtsma, Sony, Vodafone and K&H Bank (for more than 7 years). As client service director, her goal is to establish long-term relationships. She hasn’t lost any significant clients during her career. In the 1990’s she enriched the then existing outdoor market with several innovative solutions for her client Philip Morris.
Onmedia OMD HUngary's quarterly magazine. Autumn edition.