Cannes Lions

MOBILE TELECOMMUNICATIONS PROVIDER

Y&R PUERTO RICO, San Juan / SUNCOM WIRELESS / 2008

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

Before each act, an announcer requested silence in Italian over the PA system, and we projected the translated text (putting the need to silence the mobiles in the context of the opera being performed).

Asking the audience to silence their mobiles has become a standard message before all type of performances. By unexpectedly integrating the message into the style of communication typical to opera performances (supertitles), the audience was pleasantly surprised and engaged (even applauding the messages) as well as becoming aware of the benefits of texting.

Outcome

Effectiveness was enhanced by making SunCom’s sponsorship part of the actual performance. We made sure that everyone in the hall would get the message at the same time in an engaging – and impossible to avoid – manner. Word of mouth was excellent – even mentioned by one newspaper reviewer.

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