Cannes Lions

I KNOW SOMEONE

WUNDERMAN BUENOS AIRES, Buenos Aires / TELEFONICA / 2015

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Case Film
Case Film

Overview

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Credits

Overview

Description

Movistar Argentina, the mobile telecommunication network owned by Telefonica, believes and proclaims that life is better when it’s shared and this is something we all know, since all of us feel safer and happier when we are near the people we love.

During the last quarter of 2013 and the first of 2014, the company experienced a drop in reputation (RepTrak® Pulse Score Telefónica Argentina 2013/2014) thus the need to work in retaining clients.

To face and revert the situation, Movistar Argentina had to show the importance and power of the connection that takes place when we share our life together, by giving them something useful that would allowed them to experience the essence of the brand.

Execution

Movistar showed their users the power of collaboration by giving them a useful social tool that helped them to help. More than 350.000 Movistar community’s members broaden their friends’ opportunities to find a job, making their friendship even stronger and showing that bigger and more important things happen when we share our life with others.

Moreover, during the action unique visitors at Movistar's platform increased by a 30%. Logged-in users duplicated, and there was 82% more sharing, making the generated social traffic the first inbound source of the month.

Outcome

I Know Someone made helping a friend easier: In the first place, the Movistar community member’s friend who was looking for a job had to create a profile at the Movistar webiste, then choose from a variety of job categories, and share it on his social networks.

Thereafter, the Movistar community member would click through the post, entered at the I Know Someone app, and accept to share their own Linkedin, Facebook and Twitter contacts with him.

Automatically, the system scanned and analyzed each contact to check whose profile data matched with his friend’s search, considering current and past job categories, location and studies. The output was a list of the most relevant contacts with a profile opportunity graph and a potential scoring so they could be selected to get the process finished.

Finally, the community member’s friend and the chosen contacts were presented through a message sent by the app, making the connection possible and opening a door of opportunities.

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