Cannes Lions

TELEFONICA'S CORPORATE UNIVERSITY

SHACKLETON AD, Madrid / TELEFONICA / 2008

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Presentation Image

Overview

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Credits

Overview

Description

To promote Telefonica’s Corporate University top program called “Strategic & Cultural Change” among the Directors of Human Resources Department, Business partners, as well as the Directors of those employees (directors and senior managers) all over the world. They are the potential candidates for the program and their personal recommendation will attract new candidates.

Execution

Juanjo has been working as a concierge at Telefonica Argentina for the last 20 years. Walking down the hallways, he has become familiar with the business jargon and he feels strongly attracted to this world. He admits that the book “Who moved my cheese” has opened new horizons for him. Juanjo has learnt that a seminar for directors is being organized and he also wants to attend. The president of the company doesn’t mind as long as Juanjo´s co-workers approve of it. This is why Juanjo has begun a campaign to get their support.

Outcome

• 67% (174% over objectives) of the people impacted with the initial email, voted in Juanjo’s favour.• 56% increment in visits to Telefonica’s Corporative University website, during the first 2 weeks of the campaign• 100% of people invited to the Program attended the Seminar in Barcelona• A very positive evaluation of the action on behalf of Telefonica’s Human Resources Team. The company claimed that internally, the campaign created one of the biggest viral effects ever.

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