Cannes Lions

PCS SHORT/TEXT MESSAGING

STARCOM CHILE, Santiago / ENTEL PCS / 2002

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Overview

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Credits

Overview

Description

I. Further Entel as the technology innovator in the highly competitive mobile phone service categoryII. Raise awareness of new Short Message Service (SMS) capability from Entel PCS – technology that allows send short text messages over wireless phone lines to other users or groupsIII. Increase usage of SMS among Entel PCS users Taking Entel PCS as key sponsor of Chile’s summer music festival Viña del Mar, there was concern about being lost in the clutter of multiple of festival sponsors. Instead of a traditional sponsorship, with TV spots and in-concert media, Starcom and Entel decided something bold and unique.At the heart of the music festival, traditionally the concert attendees vote by cheering for the best music performer of the festival, ranking if the performer “lit the torch” (entertained the highly critical audience), as tens of thousand of TV viewers tune in during live broadcasts.Entel, recognizing that TV viewers missed the opportunity to cheer/vote for their favorite performer, created a national interactive contest linking concert attendees and home viewers via Short Messaging Service technology. During the live broadcast, festival hosts invited the national TV public to win instant prizes by voting for their favorite performer by using Entel PCS’ SMS. Winners were announced instantly at random from the pool of SMS users sending their vote in.The execution involved creating an alliance between the Festival producers and the television network carrying the broadcast, to create short messages during the concert, inviting both live and TV audiences to vote in via SMS. In turn, after each performance, the total tally of SMSs would be determine and broadcast in a small live vignette, sharing the TV audience’s consideration if the performer ‘lit the torch’ or not (similar to a ‘thumbs up’ or ‘down’). After the SMS tally, a lucky winner drawn at random by a computer would win cash prizes – all televised in real time.The week-long effort, created outstanding results for Entel PCS: Message reception goal was exceeded by 30%More than 35,000 messages per day (up from a daily SMS average usage of 2,000 messages per week)SMS penetration and nation wide usage increased post-festival considerably, with an average of 7,000-10,000 weekly SMS messages, furthering Entel PCS Short Messaging Service utilization rates ahead of scheduleOverall, the execution showcased the SMS technology interactively, in a user-friendly way and in real-time, increasing the adoption curve and overall usage rates for Entel PCS mobile telephony services. Starcom recommended Entel PCS to participate for its first time in the Viña del Mar Festival as a key competitor had dropped its long-time sponsorship. The media team played an integral part by proposing Entel PCS’ participation to be different from traditional sponsors. At a client brainstorm with Starcom, the team decided to create the national contest and own the traditional “Lighting the Torch” audience voting to both: further awareness of SMS technology and to enhance TV audience’s Festival experience. The media team negotiated with the television station and Festival organizers the inclusion of the contest within the live broadcast; it also designed the schedule for the on-air promotions and implemented the program in its entirety. This submission is special as it is a first in the Chilean market, taking that country’s most prestigious music festival, Viña del Mar, and turning it into a national interactive experience. The solution transformed a traditional sponsorship into a national engagement by extending the festival’s in-stadium public interaction into tens of thousands of Chilean homes.The execution makes Entel PCS, a leading mobile telephony provider, to further itself as a leading technology innovator in this category in engaging and powerful fashion. It created a virtual national community that was joined by an event and the use of Short Messaging Service (SMS) technology. This media solution not only shattered Viña del Mar’s conventional corporate sponsorship, but sets a successful case for convergence of wireless technology, events and traditional media (television) raising the bar of multimedia utilization.

Execution

Starcom recommended Entel PCS to participate for its first time in the Viña del Mar Festival as a key competitor had dropped its long-time sponsorship. The media team played an integral part by proposing Entel PCS’ participation to be different from traditional sponsors. At a client brainstorm with Starcom, the team decided to create the national contest and own the traditional “Lighting the Torch” audience voting to both: further awareness of SMS technology and to enhance TV audience’s Festival experience. The media team negotiated with the television station and Festival organizers the inclusion of the contest within the live broadcast; it also designed the schedule for the on-air promotions and implemented the program in its entirety.

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