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 - Environmental
 Nomination Title: MVM Future Talks 2023
- 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:
A video of up to five (5) minutes
- 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 first question: Specify the date on which this campaign or program was launched:
2023.09.15.
- 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 249 words used.
Our planet has faced a series of global crises, prompting a surge in internet searches for the term "doomsday": reaching nearly 2 billion by 2023. This reflects the concerns regarding global warming, food security, waste management and the escalating complexities surrounding energy security. The latter has emerged as a focal point in recent discourse. As a prominent entity in the CE energy market, MVM Group recognized the imperative to instill confidence in the sector and foster trust in scientific solutions.
Our comprehensive B2C memetics research conducted for MVM Group (100 interviews and 10 focus groups) showed that consumers have negative perceptions towards the energy sector. Beside that there is a discernible increase in interest regarding doomsday scenarios, reflecting concerns for the future of civilization.
Also there is a surge of Google searches exploring various apocalyptic scenarios, indicated by Hungarian and international statistics. Amidst these uncertainties, the energy sector assumes a pivotal role, energy security is emerging as a critical topic in current discourse.
To address these issues, MVM proactively responded by launching the revamped science series.
We strategically selected the topic of "Saving the World" for ‘Future Talks’, a highly acclaimed online science talk show in Hungary: 7 compelling episodes, incl. 6 ambassador documentaries and a science talk show featuring renowned physicist Michio Kaku addressed the pressing issues confronting our planet and humanity.
The series has garnered substantial attention: amassed over 1.2M views and securing an extensive number of domestic and international media coverages through associated PR activities.
- 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 209 words used.
To identify the most imminent threats to Earth, we turned to the scientifically defined planetary boundaries. We analysed media sources on 6 topics, investigating whether science can furnish viable solutions for a sustainable future and whether society can embrace these.
To amplify our outreach, we chose opinion leaders from Hungary, who also hold relevance to the designated topics as ‘Future Talks’ ambassadors. They shot documentaries across the globe.
The live-streamed ‘Future Talks’ on 23 November 2023, brought an unparalleled experience for domestic and international audiences to engage in discussions about saving planet Earth.
Led by physicist Michio Kaku and Hungarian experts, the talk show was hosted by the nationally acclaimed TV presenter, Attila Till.
The goal of ‘Future Talks’ online science series and PR activities was to position MVM Group as a forward-thinking entity and establish it as a captivating authority in the field.
Our PR strategies used traditional and social media, unconventional guerrilla PR and out-of-the-box tactics. Targeting a primary audience of the broader local public and professionals, our secondary focus included the international audience and decision-makers, MVM’s partners and employees. Our key messages were "MVM is a modern company dedicated to a sustainable future and future technologies" and "MVM brings the stars of science to the public".
- 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 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 249 words used.
Our primary instrument was the ‘Future Talks’ online event with experts on the most important topics of the future, complemented by a global 6-part documentary series about preserving the planet. Carefully selected ambassadors travelled from Singapore to Iceland, presenting the challenges and showcased innovative tech solutions: laboratory meat, self-driving cars, waste management, energy and climate crisis. Our strategy incorporated traditional and social media channels, also featuring tools like invitations, newsletters, promotional videos, press releases and tailored PR-solutions.
In pre-comm phase, we gauged reaction to scenarios like insect-tasting, that a prominent tabloid podcast conducted an interview of. We erected a poignant snowman installation in a mall, symbolising the diminishing presence of snow, and a unique VR telescope at a tourist location provided a glimpse into the future of Budapest. A mall elevator was transformed to evoke The Last of Us like ambiance, showcasing how nature could reclaim our world. Exclusive interviews were organized in key media outlets. Social media blitz engaged a broad audience, including MVM’s 15,000+ employees on Facebook, Instagram, LinkedIn and YouTube. Direct invitations were sent to universities resulted in the participation of 30+ students at the event.
The 6 documentaries gained 1M+ views, the online show attracted 225K unique viewers. The ambassadors’ content reached an audience of 1M+. In Q4 2023 the positive coverage of MVM Group in domestic media surpassed historical averages by 31%+. We also secured 90+ domestic and 100+ international media coverages. Influencer activities directly reached 1.4M+. The microsite recorded 300K+ visitors.
- 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 10 words used.
Case study video, One pager with the PR activities pdf
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