Telekom
A creative technologist, a traditional and a digital team walk into a bar, put their heads together and customers on Facebook defend the unloved telco brand for the first time ever
The Brief
Defend the most unloved brand in the country — on the one platform where people are most comfortable telling you exactly how much they hate you.
The Work
A creative technologist, a traditional team, and a digital team walked into a bar. What came out was an auto-playing Facebook video — built and shipped before auto-playing videos on Facebook were even a thing. We took the current ATL campaign's star, a famous singer and actress known for never shutting up, and shot footage of her crashing her car during the commercial shoot. The result felt raw, spontaneous, and nothing like a telco ad.
The Results
For the first time in the brand's history, customers on Facebook actually defended the company. Not liked. Not tolerated. Defended. For a telco, that's not a campaign win — that's a small miracle.
Agency: Saatchi&Saatchi Slovakia
Year: 2013