Cannes Lions

OPTICAL FIBER

Y&R, Sao Paulo / TELEFONICA / 2012

Film
Film
Film

Overview

Entries

Credits

Overview

Execution

Our inspiration came from a limitation. While we were using Google Earth to understand in which neighbourhoods the service was available, we thought: why not use a similar approach to actively engage the target?With Época magazine, this idea became real: we crossed the magazine and Telefonica databases to find the potential consumers. With Google, we created a software capable of capturing the street-views in high resolution and produced more than 5,000 different subscribers’ magazine covers with a customised image of their streets and houses. The message reinforced the exclusivity: “Your street already has Telefonica fibre optic”.

Outcome

During the period it was aired (November ’11), Telefonica achieved a 65% growth in fibre optic sales, compared to the previous month. And compared to June ’11, the sales were 4 times higher.The initiative was also highly mentioned in articles, helping the brand to earn spontaneous media and contributing to leverage the visibility of Telefonica among their target and the key opinion-leaders.

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