Cannes Lions

TELECOMMUNICATIONS

McCANN ERICKSON, Madrid / MOVISTAR / 2011

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Overview

Entries

Credits

Overview

Execution

The whole of this action had to ensure continuity and serve to transfer the brand values beyond the exact moment when the action took place, so we proposed shooting it so that it would also give us mileage in audiovisual media. In this way, we got even more people to share that unique moment in both the stadium and the village square, lending empathy and friendliness to a brand like Movistar, unused to this type of actions.

Outcome

The media objectives initially proposed for the action were amply exceeded; in the 3 weeks following the launch of the making of there were more than 2,178,000 contacts in media well over the 100,000 views set as the objective at the outset.The action includes a Rich Media element which for the first time allows users to interact with the brand and among themselves via Twitter from the element panel on the Home page of an online daily.The economic return on the action has been almost 7 times the investment assigned to media and animation.

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