Cannes Lions

DATA TRANSMISSION

WUNDERMAN, Madrid / TELEFONICA / 2005

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Overview

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Credits

Overview

Description

Simple. Spanish is full of sayings transmitted for generations as knowledge condensed into two to three words. POP CULTURE = easily understood by our target. One of them illustrates and dramatises exactly the new service: to find or locate people wherever they are! The saying = the concept – “Is there anything more difficult than finding a needle in a barn? Yes, to find a salesman in a big city or a highway with a traffic jam.” The difficulty was in executing the idea. 20,400 mailings with a needle and real straw were sent as the initial impact for recipients.

Outcome

The visual impact on the target was immediately reflected on the increase of calls to the SMSB call centre: 50% higher than in similar campaigns.Campaign cost: 6,700 Euros.Total number of mailings: 20,000.10% new service contracts signed (200 units). With the connection quotas of the first month met, we recovered the investment. Three months later, additional income of 15,000 euros delivered an ROI of 173%.70% of the target remembered the mailing three months after its delivery.

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