Company: Noguchi & Peters Ltd.
Company Description: Established in 1996 in Hungary by PR professionals, we are one of the market leaders among over 200 consultancies. We are also a network member of the Porter Novelli group, since 2004. Our main fields of expertise are corporate communications, PA and consumer/brand PR with a deep understanding of strategic planning, media relations, crisis & issues management, digital & social media.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Technology
 Nomination Title: New record on the Danube – An extreme Network demo
- 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 February
- 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 186 words used.
Yettel Hungary has a 98.26 percent national network coverage, and the company is continuously increasing its capacity with investments of several billion forints. Yettel subscribers are likely to have coverage not only in populated areas, but also in the more remote rural areas. But few people know about this. We were looking for a way to showcase this fact in a visible, cost-effective, and organic way. We set out to develop an activity that would fit in with the current national TV campaign, bring the importance of the service closer to the people and provide clear evidence of the advertiser's claim.
To tie in with Yettel's advertisements - starring a boat captain - we launched a campaign with the Danube motif. We asked a Hungarian extreme sportsman, Gábor Rakonczay, to paddle along the Hungarian stretch of the Danube. Part of the concept was to make the challenge followable online, proving that Yettel's network can be counted on anywhere. Rakonczay set a record and finished in 58 hours. The start, the stages, and the arrival in Mohács to coincide with the Buso march were reported nationally.
- 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 247 words used.
Hungarian extreme athlete Gábor Rakonczay was asked to paddle along the Hungarian stretch of the Danube, while his performance was continuously tracked via the mobile network. To document in detail the setting of a new, certified time record, Gábor wore an online beacon, and his kayak was equipped with cameras and all the necessary technology. Yettel's crew followed the route in a van, several times with the help of drones, and took external shots. The trek was also personally followed from departure to arrival by the specialist responsible for certifying the record.
Through a preliminary press release and an online campaign, we also recruited partners to the athlete: we asked the rowing community to join Gábor during the different stages despite the cold weather, and we managed to involve local communities, turning the event into a real community activity.
We organized a quick press conference and audience meeting at the Budapest stop, so that the Budapest TV stations could conveniently report on the record attempt.
For nearly 58 hours, the challenge could be followed and was regularly broadcast on Yettel's social media platforms, proving that the company's network can be relied on in even places far from populated areas.
The finish was timed for the buso march in Mohács, in the southernmost part of the country. At the finish, the record holder was welcomed by members of the Buso community.
In addition to the continuous live coverage, we shared a summary video of the whole record attempt.
- 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 202 words used.
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Results
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The record attempt was covered in a total of 64 national media reports. The most- watched national TV, the most-listened-to national radio and the most-read websites and news portals all reported on Yettel's action and the result.
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Through the press we reached an OTS of over 10 million (in a country with a population of 10 million).
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Our summary video with Gábor Rakonczay was viewed by more than 20 000 people.
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More than 5 000 interactions on the Yettel Facebook page
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More than 3 500 interactions on Gábor Rakonczay's Facebook page
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Over 260 000 hits and nearly 26 000 interactions on Instagram
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Double-digit growth in the latest measurement of awareness of Yettel's services and network
Aftermath of the campaign, long-term impact
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Gábor Rakonczay completed the full 57 hours and 48 minutes of continuous rowing with 15 minutes of sleep on 3 occasions and 30 minutes on one occasion, while he also had to deal with an unexpected capsize in the adverse conditions. Overall, his performance, which was available for constant online following, set a genuine, verified record. We expect Gábor's record to inspire many to try rowing and we believe that his superhuman record will remain unbroken for a long time.
- 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 24 words used.
We have attached a summary document and a short results presentation.
The video file can be fined here: https://www.dropbox.com/scl/fi/i37axcqdclg9synkj8mce/Yettel-DunaStream.mp4?rlkey=qy13sr4dupc79se55fbqvtwzd&
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