“The Voice” App (2014)
In September 2014, Cosmote and Romtelecom merged and became Telekom Romania.
The rebranding benefited of huge media coverage, both TV and non-TV.
Telekom was the main sponsor of “The Voice of Romania ” competition broadcasted on PRO TV and our challenge was :
How to be visible outside ad breaks?
How to increase the engagement with the target group?
How to exploit the TV & Digital synergy?
The Insight:
Media consumption is fragmented, consumers are distracted and they keep their smartphones, tablets or even laptops handy.
The solution
“Home Coach” The Voice Second Screen App.
Home Coach app is a successful, award winning play along app that takes the engagement of viewers to a whole new level. In this app, it is all about transforming the viewers in coaches. Viewers can show their coaching skills by predicting the winner of each round: blind auditions, battles and live shows. They will compete with their friends and, moreover, with the entire country.
The viewers are transformed in coaches. Viewers can show their coaching skills by predicting the winner of each round: blind auditions, battles and live shows. They compete with their friends and, moreover, with the entire country
The Results:
Over 220,000 downloads IOS and Android vs 100.000 downloads expected.
194,705 registered users with e-mail addresses.
Over 1 mil actions created by users during broadcast.
For the first time in Romania, the spot broadcast on TV was synchronized with the ad on the app.
