Client: Telekom Hungary

Agency: DDB Budapest
Creative Director
: Karolina Galácz
Senior Copywriter: Boglárka Csikó

Art Director: Bálint Kovács
Silver award @ Hipnózis 2021 in Direct Marketing
According to recent studies, Hungarian older people often feel lonely and useless. The year 2020 was even more challenging for them. The pandemic's enforced periods of isolation were changing social interactions: the world has shifted online, and older people found themselves in a situation that made it almost impossible for them to have day-to-day interactions with others.

That's why during the lockdown, Telekom, Hungary's number one telco provider, wanted to connect older people to others – so they made their voice calls free. At the same time, international travel came to a halt, and people started to travel inland instead. To make older adults feel useful again in this situation, we created the Ambassador Travel Center.
A program where we gave local grannies and grandpas a job again. Something they are the best qualified to do: advertise their hometowns to people who need ideas for travel destinations.

We chose four local older people who love their hometowns with a passion to be ambassadors to that town. Using their free minutes of phone calls, they directly contacted anyone who needed information about where to travel and recommended lesser-known attractions in the cities they grew up in.

Zoli bácsi (Bánk)

Erzsike néni (Kazár)

Jenő bácsi (Egerszalók)

Feri bácsi (Szilvásvárad)

The ambassadors told people about their favorite spots via phone and in an online video and several social media posts, allowing travelers to see a destination from a local's perspective.

That's how we created a win-win situation despite all the challenges of the pandemic.
We communicated the importance of connecting more with older people to help them feel less lonely and more useful while making inland trips more fun, thanks to our unique city guides and plenty of insider tips about the hidden gems of Hungary.

We also learned that nothing is impossible. Not even a shooting while staying at home and sitting on our couch in our pajamas during a lockdown.
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