Campaign: HotelekomBrand: TelekomClient: Telekom RomâniaSubmitted by: Leo Burnett România
Background/objectives:Telekom uses music events to connect to millennials. But in 2018, one of the biggest music festivals in Europe was sponsored by their key competitor. Despite not being an official sponsor, we had to join the festival conversation and be part of it.
Strategy:We used the biggest issue around the festival in our advantage: the city of Cluj being overcrowded and all accommodation available is sold out months before the event. Therefore, for young music fans, finding accommodation is the biggest pain. We choose to give people what they needed the most and we transformed Telekom’s Flagship Store into a hotel – Hotelekom.
Results:+100.000 people accessed the Hotelekom booking service – matching the festival attendance.Telekom also became the second brand to be associated with the festival – despite not being a sponsor.Telekom’s brand association with the festival was 3 times higher than its competitor, the official sponsor.