Leo Burnett Bucharest and Telekom Romania Win Gold at 2021 ANDY Awards
Leo Burnett Bucharest’s 'The Online Park' campaign created for Telekom Romania was awarded a Gold by the 2021 International ANDY Awards. The prestigious recognition which was announced Monday, represents the only award won by an agency and a company in Romania and Central Eastern Europe (CEE) region at ANDYs this year.
“Telekom’s higher brand purpose is to put technology at work to create social utility by tackling the most relevant issues for Romanians. Given the increasing importance of internet in children`s lives nowadays and all the digital threats they might face, we created “The Online Park”. Intended as an alarm signal for the Romanian parents, the campaign is meant to increase their awareness on the online dangers their kids might be exposed to while at the same time, offering them the proper solution to prevent and protect their kids,” said Andreas Elsner, chief commercial officer, Residential Segment, Telekom Romania.
“I’m incredibly proud of this result at the ANDYs - a very tough show with a stellar jury comprising many jury presidents from other major festivals. As the first major award of the year, all industry eyes are on it as it tends to set the tone for the year - representing a significant recognition for the team. Following our wins last year with Publicis and the Moldy Whopper, this year’s gold win for Telekom with Leo Burnett Bucharest further proves the reach and quality of CEE creative product, and our ability to deliver world-class work with all our Groupe brands in the region,” said Jorg Riommi, chief creative officer, Publicis Groupe Central Eastern Europe.
“Being recognised by leading creative leaders around the world and at a competition with some of the best works globally at ANDYs is an incredible testament to the quality of Publicis Groupe Romania and CEE’s creativity on the world stage. Importantly, we’re extremely proud that the winning work, which has also delivered positive business impact, is developed for one of our key client partners,” said Tomas Lauko, chief executive officer, Publicis Groupe Central Eastern Europe.
About the Winning Work
'The Online Park' was created by Leo Burnett Romania for Telekom Romania to promote the benefits of Kaspersky Safe Kids Premium app offered to all the Telekom mobile subscribers. With the fastest internet speed in Europe at the lowest cost in the world, Romania has a unique problem. Romanian children use the internet as their favorite playground to learn, explore and make friends - this inevitably exposes them to dangers lurking online. However, online threats are often abstract and hard to grasp and many Romanian parents don’t use any software tools to protect their children. To promote the kids’ safety app, Telekom needed to educate Romanian parents about the online dangers and show them how “real” they are. To “bring to life” the online dangers for Romanian parents, “The Online Park” was born.
A special stunt was set up in the largest amusement park in Bucharest via special 'attractions'. Each 'attraction' was mimicking a different online threat - from cyberbullying to online porn to chat room predators. Parents were “invited” to the attractions where they experienced in person, the online dangers, albeit in the real world. The video of “The Online Park” stunt immediately went viral and the topic of children’s online safety shot to the top on mainstream media and drew massive interest. The campaign completely and quite single-handedly changed the awareness about online dangers for children on a national level. The campaign reached 88% of all parents in Romania while parents’ consideration for using online tools increased dramatically from 16% to 80% and the "Safe Kids" app downloads rose by 800%.
