BORSODI

Borsodi Szituk

From scratch to submission - the story of a platform

This case study is gonna be a bit unusual. Of course, it will still have details about the brief and concept we created for it, but mostly we’d like to show you how such a big and complex campaign (which won best integrated campaign of 2018, by the way) was shaped over time, and what changes and alterations resulted in the final materials.

Still, going chronologically would be lame, so let’s start with the end of the story:​

Disclaimer:

we are showing you original slides and screenshots so that you can actually see what changed and how..

The story began in December 2017 when the tender brief arrived, containing the following key sentences that got included in the creative brief as well:

The essence of the brand is the slogan “The frothy side of life”. It’s been in use for years, it’s well-linked to Borsodi, and its meaning is: let’s always see the world in a positive light. 

The goal and mission of the brand is to make every day count. We would like to encourage men to notice the everyday joys, to find the good moments in everyday life and not let them slip by.

Then the creative team got to thinking and we ended up with three concepts for the tender, one of which was Borsodi Moments. The Moments first lived in an iPhone note, being written line by line, bit by bit, in bed before sleep, on the subway, on the toilet and in similar places perfectly fit for brainstorming.

We totally get it if you don’t totally get it yet, so let us show you how we described the concept in the tender document.

And in case that’s not enough, let us show you the concept film and some layouts from the tender document as well.

Then after the presentation, there came a few days - or few weeks? - of waiting and finally, the news: we won with the Moments.

Then we started working together and the first request promptly arrived: don’t use vignette films. It was an understandable request but the solution was not immediately apparent, as these were exactly the kind of everyday stories which at first didn’t make us feel the stakes, the suspense, the story that unfolds over 30-40 seconds. But luckily we realized that this problem should not necessarily be solved by the creative team alone, so at this stage in planning, we found our director, Bálint Sós and asked him to work with us. In the end, the solution was based on his suggestions: the Moments should be slow-mo and the protagonist’s thoughts should be audible.

We continued working on the visuals, while getting a better and better feel for the platform and the gag possibilities it held.

Finally, after focus groups and internal changes, the campaign’s launch arrived. Anyone who manages to send us a list of all the changes made to the film without missing a single one, will be our guest for a Borsodi, to be collected at the reception at Mito. 

Of course, we didn’t sit back and relax: we immediately started working on making the brand and the platform even better. We redesigned the packaging, and at the same time, refreshed the visual world for the second campaign burst.

And we also started including the product itself in the stories of the films, since by this time almost everyone understood what we were calling Borsodi Moments.

This is where we’re at right now and more is soon to come. And what’s our takeaway from all this? Perhaps that if there’s a good basis, a clearly defined framework with enough room for manoeuvre, which the client, the agency and the creators all understand and consider their own, then it doesn’t really matter if lots of changes need to be made or some ideas go unused because new ones are just as easily born. 

Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!

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Kosárlabda szabályok

A kosárlabda csapatok 5 fős felállásban játszanak. A nevezett csapatokat csoportokba osztjuk, a sorsolást a tornát megelőző héten minden csapat részére kiküldjük. A mérkőzéseket hivatalos játékvezető vezeti. A mérkőzések egy pályán zajlanak. A csoportok első két helyezettje az egyenes kieséses szakaszba kvalifikálja magát. Az egyenes kiesés szakaszban a csoportmérkőzések során első helyezett csapatok a másik csoport második helyezettjével játszanak, ezt követően a vesztesek a harmadik helyért mérkőznek meg egymással, majd a győztesek vívják a döntőt.

Röplabda szabályok

Csapatlétszám: 6 fő max. 2 cserejátékossal
A játék időtartama:
  • A mérkőzés egy csapat által nyert egy játszmáig tart. 
  • A játszmát az a csapat nyeri, amelyik előbb ér el 25 pontot legalább 2 pont előnnyel. 24-24-es egyenlőség esetén a játszma addig folytatódik, amíg valamelyik csapat el nem éri a két pont különbséget. 
  • Mérkőzésidő max. 20 perc, ha ezen belül a fentiek alapján nem dől el a meccs, a 20 perc mérkőzésidő leteltével előnyben levő csapat nyeri a mérkőzést.
A csapat létszáma a pályán nem csökkenhet 6 fő alá. Azt a csapatot, amelyik nem tud az összetételi előírásnak megfelelő 6 főt a pályára állítani, a játékvezető “hiányos”-nak nyilvánítja.

Labdarúgás szabályok

Csapatlétszám: 5+1 fő.

Játékidő: 2×10 perc (szünet nélkül térfélcserével)

A mérkőzéseket 3×2 méteres kapukra játsszuk.

  • A mérkőzéseket a kispályás labdarúgás szabályai szerint bonyolítjuk le.
  • A mérkőzéseken csak hernyótalpas, terem- vagy edzőcipőben lehet szerepelni, fém, vagy gumi stoplis cipő használata szigorúan tilos! 
  • Ha bármelyik csapat létszáma a kiállítások, sérülések következtében 3+1 fő alá csökken, a mérkőzést be kell szüntetni. 

Introducing Nokia to website performance measurement through page speed measurement

Business background

Page speed has become an important factor for website owners and SEOs since Google began focusing more and more on user experience factors. If companies don’t adapt to this new mindset, they will lose their organic power.

Nokia has experienced an extensive page load time on most of its pages, but lacked proper measurable information about the performance of the website. It is challenging to adapt site-wise technical modifications without understanding what is really behind the curtain.

Our solution

Mito introduced a multifactor, multi locational-targeting page speed measurement and reporting system across different devices.

Our focus was to develop a measurement system from scratch that is able to report on different page speed KPIs so we can better understand what additional analyses are needed to increase the pages’ performance. We did not only focus on a page level measurement, but also grouped pages to page types that assists us in making more educated assumptions.

We paid attention to location modularity in order to extend the number of analysed locations to additional countries by adding new Virtual Machines to our framework.

We are able to measure different KPIs on both mobile and desktop so we can see how the site performance is realized across devices.

Our measurement system and dashboard provided us insights on what type of elements of the different page types might cause low speed performance and it helped us to further analyse the loading curve, just as the opportunities in Google PageSpeed Insights recommendations for the different page types.

Results

We set up the measurement system and the dashboard that reports on website performance and opportunities.

Through properly tracking the page speed improvements, Nokia becomes a more powerful organic participant in the telco market in Google search, while they provide a better user experience for their visitors.

End to end measurement solution for Nokia

Nokia is an innovative global leader in 5G, networks and phones.

An international business of this size requires a comprehensive measurement strategy including responsible data collection, consistent management of tags and measurement codes, personalized website tracking and purposeful conversion rate optimization (CRO).

We kicked off Analytics projects from January, 2020, beginning with extensive Google Tag Manager and Google Analytics audits. Besides inspecting the different system settings, we also optimized the measurement and pixel implementation processes within Nokia in order to increase efficiency and reduce implementation periods.

After the key adjustments and process harmonization, we have moved forward and started to work on the website and landing pages’ efficiency, including several conversion rate optimization tasks such as heatmap analysis and A/B testing.

Results

Nokia is receiving continuous support from our analytics team to ensure the client’s measurement and data is reliable. Due to streamlined processes, implementation periods are shorter and we eliminated unnecessary website tracking codes which cause longer loading times.

Nokia Allwhere - Private Wireless - Global digital media campaign planning & execution

Building brand awareness and creating demand for Nokia Private Industrial Wireless in new vertical markets

Nokia launched a digital campaign to educate the market that their industrial-focused LTE solutions are the key in accelerating the ultimate benefits of digital transformation and realization of the fourth industrial revolution.

The goal: to build brand awareness and create demand for Nokia private Industrial Wireless solutions in new vertical markets, especially infrastructure or asset-heavy industries where digitization has been mostly restricted to point solutions without general network connectivity.

Our approach

We’ve developed a multi-touch global digital media campaign, which covered the entire user journey of business leaders, from education to making a business decision.

Our main goal was to make Nokia visible on a large scale through automated solutions and smart targeting to reach people when they are reading, talking, learning about or searching for private wireless networks.

To archive this, we’ve utilized the combination of digital media platforms, including industry specific content sponsorships, social media ads, paid search, programmatic hyperlocal and Digital out-of-home ads in front of target company HQs. We’ve made sure that when our key audience is browsing the web, using social media on their phones or just walking outside of their offices, they see a relevant Nokia ad.

Results

The campaign has reached over 80 000 business decision makers and influencers in 3500 target companies, across 5 industry verticals globally.

Private wireless solution specific brand search volume increased by 70% during the campaign period (YoY). In Q2 and Q3 2020, Nokia Enterprise had a double digit year-on-year growth in net sales and new customers.

Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!

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Flóra Hantos

Flóra is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

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Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!

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Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!

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Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!

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