Cannes Lions

MOVISTAR #MODOMUNDIAL PANTALLA INTERACTIVA PLAZA ITALIA

TELEFÓNICA CHILE, Santiago / TELEFONICA / 2015

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Overview

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Credits

Overview

Execution

The activity was previously spread in Movistar’ social networks, inviting people to celebrate from Plaza Italia. The execution took place after the games of the Chilean team, for 2 hours and a half, approximately. It was complemented with the delivery of branded balloons, to reinforce the association with the brand in a context of celebration. The message communicated on the screen was precise: “Upload your picture or comment to Twitter using #ModoMundial”, which caused the immediate understanding of the mechanics by the audience, who started to upload their content.

Outcome

The goal in terms of association of the brand to the concept #ModoMundial was 50%. Results were that 68% associated the concept #ModoMundial to Movistar. Source: Panel Netquest, June 2014.

The average of mentions in Twitter for @MovistarChile was 22 per day. We achieved 110 interactions in just 5 hours. Source: Radian Six, Social Bakers.

It was expected to reach 1,000 interactions with the OHH screen. 1,851 photos were uploaded. Source: Radian Six, Social Bakers.

We took relevance away from Entel, direct competitor and official sponsor. Movistar reached 54% of awareness while Entel reached 47%. Source: World Cup 2014, Agency

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