Company: Lounge Group, Budapest, Hungary
Company Description: Lounge Group is one of the biggest full service communications agencies in Hungary, operating as a coordinated organization, so it can quickly and efficiently manage comprehensive integrated campaigns.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Events & Observances
 Nomination Title: 'Future Talks' digital event
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Precomms phase: 10 October 2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 208 words used.
The energy crisis has put consumer-focused energy companies in a tough spot as they struggle to improve their brand perception through PR. Unfortunately, people generally do not associate positive emotions with this sector and the recent crisis has only made matters worse. Energy firms are often viewed as necessary but faceless providers of goods and even as barriers to a more sustainable way of life. To address this issue, for MVM Group, a major player in the CEE energy market, we created a unique digital event that would enhance their brand recognition and trust across various target groups.
As per our comprehensive memetics research (100+ in-depth interviews & 10 focus groups), we needed to show a side of MVM Group nobody has seen before, addressing pressing, thought-provoking and future-oriented technological topics in direct connection with the energy sector, that has the potential to engage a wider audience as an interactive event. Providing opportunity for the viewers to participate, asking globally known experts about technologies already shaping both our present and immediate future.
We identified the future of technological development and its effects on humanity as a topic that everyone’s excited about, but still do not know enough of, with direct links to the everyday operation of MVM Group.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 242 words used.
With the ‘Future Talks’ digital event, on 10 November 2022, we have created a special experience and a chance for domestic and international viewers to pick the brains of the most prestigious scientists on Earth, led by Kevin Kelly, senior maverick of Wired and Neil deGrasse Tyson, globally known science communicator. Joining them were Hayley Arceneaux, the youngest American to ever go into space as a cancer survivor, Balázs Zábori, space systems engineer at the European Space Agency, Imre Porkoláb military strategist and Ernő Duda Jr., medtech innovator. The talk show was hosted by Nóra Ördög, nationally known TV presenter and Gergely Szirmai, one of the most popular local Youtubers.
The ‘Future Talks’ digital live event and our related integrated PR activities aimed to present MVM Group as a future-oriented, innovative company, positioning it as a tantalizing expert in the field. We planned rich and segmented PR activities, guerilla PR and more out of the box PR stunts to grab attention.
Our primary target groups included the wider national public and professionals interested in the topic, while the secondary target groups were the international public, B2B decision-makers including MVM Group’s partners and employees as well.
Our main message was: MVM Group is committed to future technologies.
Our KPIs were based on an increase in positive media coverages about MVM Group compared to previous quarters (at least +20%) and the viewership of the event (at least 70K) to counterbalance more negative consumer sentiments.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 247 words used.
To enrich the brand values of MVM Group, the 120-minute-long ‘Future Talks’ digital event was the key creative solution. Complementary PR activities were designed to engage the widest audience via traditional and social media. In the precomm phase, a Boston Dynamics robot dog was presented by an influencer + we organized a real NASA astronaut training for one of the most followed Hungarian Youtubers.
As a PR stunt, we sent an astronaut out to the streets of Budapest, looking for his robot dog, Pluto. The cosmonaut wearing a spacesuit was wandering around the capitol with flyers saying he is looking for his old partner.
We created engaging press content on various topics to emphasize the effects of these technologies on our everyday lives. A fun video has also been created about the utilization of robots in military and disaster response: the robot dog visited a dilapidated building with a special military vehicle wearing a lidar device and created a detailed 3D image of the building.
A men-on-the-street video about the public knowledge of technical development was shot and distributed. Promotional videos with Neill deGrasse Tyson, Kevin Kelly and Hayley Arceneaux were also shot.
MAIN RESULTS
VIEWERSHIP: 160K unique viewers for the live 'Future Talks' digital event.
REPUTATION: in 2022 Q4, thanks to our campaign, positive coverages about MVM Group were 35% higher than the prior averages.
PR: 100+ earned domestic coverages and 200+ more in the international media.
DIGITAL: 1.3M+ reach (FB + IG + YT).
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 6 words used.
Case study video
Campaign summary (pdf)
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