We selected two popular reality TV shows that were still relatively new in Hungary: Big Brother and Való Világ. Working closely with the producers of the two shows, we developed a unique sponsorship / product placement package to embed our key messages in the programme content. On each day in the lead up to the referendum, the shows themed their content around a different EU country – with participants indulging in pursuits enjoyed by ordinary people in those markets: likes, dislikes, passions, food etc.

Our innovative solution delivered 85% target coverage - an extremely cost-efficient way of educating and entertaining a mass audience about the realities of closer union with Europe. The greatest testament to its effectiveness was a successful referendum which delivered a resounding ‘yes’ vote – with 84% voting to join the EU.