Outside the comfort zone.
Even at a festival.
We made young people step outside their comfort zone like never before. Using only a chatbot.
Booooooooring
Going to a festival isn’t really about leaving your comfort zone anymore. We buy the passes half a year in advance, and we know beforehand which performers we’ll see, where and who we’ll go with. Boring, isn’t it? That’s why Telekom decided to create the most discovery-filled festival campaign ever.
No info. At all.
So the festival-goers looking to party weren’t given any information about the programs beforehand. Not the location, not the exact date, not even who’s gonna perform. However, we still gave them something: a tool we could use to speak with them. We named it the Magenta Vibe Chatbot.
Only a chatbot?!
Magenta Vibe was just like that buddy who knows all the cool places and randomly drops you a message if he knows about a dope party. Except this buddy had more than 15,000 friends. But we skipped the usual stuff. We invited people to container parties, festivals, meet and greets, private concerts and secret locations. Those who were down with it could experience something really outside their comfort zone. Finally!
Results
Magenta Vibe received 159,695 messages in Messenger.
We reached more than 1.2 million people with the campaign.
15,646 people talked to our bot, and almost all of them said they were interested in our parties.
Creatives
Creative director: Gergő Marosi
Lead creative: Péter Babucs
Copywriter: Dániel Ördög-Kovács
Junior Copywriter: Marcell Martin
Art director: Gábor Kopányi
