Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Telekom Romania, one of the country’s three biggest telco brands, is bursting millennials’ so-called filter bubbles with a groundbreaking campaign called ‘Swap de vloggeri’ or ‘Vloggers’ Swap’. Using data insights to identify the delineated audiences of the country’s most influential vloggers, the campaign centers on a surprise switch, seeing popular YouTube channel hosts swap places with vloggers whose content, perspective, and opinions are diametrically opposed to their own.
The goal: to confront young millennials’ intellectual isolation and to expose them to new ideas, new content, and new material from outside their usual ‘bubble’. While targeting 1 million, the campaign has already reached over 9 million views, sparking a major trend in the vlogosphere, increasing brand awareness and achieving half a million new subscribers from ‘opposing viewers’. And all of this, without spending a cent on media.
Deliric – one of the vloggers – says: “I’m a professional musician and I know the struggle of trying to reach new people all too well. And in the case of Vloggers’ Swap, it was amazing to see how, in an instant, I was exposed to such a new and completely different audience.”
With ‘Life is for sharing’ as their slogan and brand value, filter bubbles pretty much go against everything Telekom Romania stands for – which is exactly why they wanted to turn this tendency on its head.
Together with creative agency Leo Burnett Bucharest, this somewhat radical campaign is underway to expose young people to communities and perspectives far removed from their ordinary world.
Ali Bati, Chief Creative Officer, Leo Burnett Bucharest comments: “We used creativity to make algorithms bring the opposites together, instead of polarizing them. Filter bubbles restrict the exchange of ideas, opinions, views and beliefs. Sharing is the aim of Telekom Romania – and this campaign gets right to the heart of it.”
The campaign was launched to coincide with Telekom Romania’s offer of unlimited video.
Credits
Telekom Romania: Ruxandra Rau – Director Brand & Communication Strategy; Oana Ioja – Expert Brand & Communication; Ana Maria Nitu – Social Media Specialist.
Leo Burnett Bucharest: Victor Stroe – Associate Director & Head of Strategy; Ali Bati – Chief Creative Officer; Alin Marghidanu – Group Creative Director; Andreas Aron – Copywriter; Alin Badiu – Art Director; Maria Zvinca – Content Executive; Corina Bratu – Strategic Planner; Mihai Lucanu – Brand Communication Director; Laura Moisa – Account Manager; Maria Ilea – Account Manager; Sorin Deleanu – Producer.