It is scientifically proven if we can share what we know or have it makes us happier.

We tried to show the core of sharing through a simple example that everybody would get.

We created an experiment to demonstrate the importance of sharing. We went to a kindergarten where we showed an amazing cake as a secret to only one kid from a group and asked her/him not to tell it to anyone.

We showed an amazing cake to selected kids which was a surprise for the rest of the group and we let them go back to their friends…

We were curious to see whether they would keep the surprise or share it with the others?

Our goal was that the interesting video live an independent life. Based on the result is seems our strategy was very successfull. The video spreading was built on the earned media. Many trustworthy celebrity watched, liked and shared our video. When the organic spreeding started to slow down we promoted it paid video ads.

We believe by pointing out our core human nature of sharing we created a content without limits.

Telekom Cake-test video has become the most successful online ad in Hungary. The campaign film was viewed by 550.000 within 2 days

The Cake-test video was seen by more than a quarter of Hungarian YouTube users within 3 days.

Now counting more than 559.000 views that is very high considering the population of Hungary.

Lot of people shared, liked and commented it and they voted the campaign video for the best advertising of the year in Hungary.

But the most important thing is, we convinced that the “Life is for sharing” brand message is correct. It doesn’t matter whether we share it online or offline, the important things still spread like crazy.

We created an experiment that showed "sharing" is an elemental part of our nature and why Telekom is more than a brand that sells mobiles and mobile data. It is a brand that truly stands for it's core message: Life is for sharing

The target audience was all Hungarian Telekom subscribers and non-subscribers.

But we especially wanted to reach younger people who live their every minute on social media and likes to like and share every adorable content on it.

We also circulated an online video and made some editorial content on relevant online site (news, lifestyle) and some post on Facebook to tease people and bloggers and inform them of power of share.

Telekom’s tagline Life is for Sharing. We were assigned to make this message relevant again.

The word “sharing” has become overused in the digital world, but Telekom believes it is an important natural concept in our real life.

We wanted to test this statement with a real experiment. For the most objective results we chose a kindergarten, because children are truly honest.