Challenge

Romania has a unique issue – it has the fastest internet in Europe and the cheapest internet in the world. As a result, Romanian children use the internet as their favorite playground - to learn, explore and make friends.

However, the awareness about online dangers among Romanian parents is extremely low. As internet dangers are often abstract and hard to grasp, Romanian parents dismiss them as not being “real” dangers. As a result, 91% of them do not use any software tools to protect their children online. To promote the Kaspersky Safe Kids app, Telekom needed to educate the Romanian parents about the dangers of the internet and present them in a way that is easily and quickly understood by Romanian parents.

Idea

To ‘bring to life’ the online dangers for Romanian parents, Telekom created the “The Online Park”.

We set up a special stunt 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.

Then, we let parents experience the online dangers, 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.

Impact

The stunt resulted in highly impactful and emotional online film that immediately spread virally among Romanian parents, while the subject of children’s on-line safety was picked up by the mainstream media.

As a result, the campaign reached 88% of all parents in Romania.

Parent’s consideration for using online tools increased dramatically from 16% to 80%, while the Safe Kids app downloads rose 800%.