Campaign details
Brand: Hungarian TelekomBrand owner: Deutsche TelekomLead agency: DDB BudapestContributing agencies: Uniomedia, Wavemaker BudapestMarket: HungaryIndustries: Telephone & internet servicesMedia channels: TelevisionBudget: 1 - 3 million
Executive summary
Over the course of three integrated campaigns, we successfully positioned Magenta 1 (M1) as an offer that's not just a package deal, but a service that helps families work together, and challenged long-held societal norms about the role of women in Hungarian families. This platform thematised all Magenta 1 advertising along a fundamental societal issue, and drove...