The briefing was to earn free media and generate conversation around the Cable Girls’ final season. The situation is as follows: the show tells how arduous was the incorporation of women into the labor market in 1924, continuously fighting for their rights and against prejudice, discrimination and inequality. Just as nowadays, but thanks to the efforts of all that hard-working women everything is a little easier.

The idea relates these two events, changing the history of switchboard operators and the history of the country.

After the launching of the documentary piece, the same media that forgot these women in the past making them invisible, this time covered the story and it spread around the world.

Cable Girls won the affection of the audience with each of its seasons, but thanks to the tribute to the last cable girl, 82-year-old Magdalena Martín, the show reached a much wider target and also got the attention of the media.

The show tells the beginning of switchboard operators and the campaign change the real ending because the first one was unfair: the telephonists were fired and ignored.

When the last manual switchboard was closed in a small town, a lot of male public figures including the president celebrated the last call in a big media event. But when they hung up, they forgot to invite the cable girl.

To rescue the role of teleoperators from history, the campaign give Magdalena Martín the tribute she should have received 32 years ago and re-celebrate the closure event of the last manual call while collecting everything in a documentary.

By telling the story of the last Spanish real cable girl we intended to earn media and achieve WOM on social media. The documentary tells a story about the show being more than a show, about becoming part of the Spanish history and that makes it very relevant for our audience.

Main target: women between 18 and 34. They are the loudest evangelists for the show, we want deliver content they’ll love and share.

Secondary target: women between 35 and 44, new audiences and lapsed fans.

Key message: the show final season claim was "See you always, girls", meaning that every story has an end but they will be forever a part of us. Through the campaign we turned this words into a reality, because the tribute of the last Cable Girl is now part of the history of telecommunications in Spain.

A 100% organic campaign.

We sent the press release to international, national and local newspapers so they could tell the story of Magdalena Martín and how the tribute to her labor closed the story of the Netflix show with the story of Spain as well.

"'Cable Girls': Netflix pays tribute to the real last cable girl in an emotional video."

This is an example of a headline in one of the multiple media earned around the world thanks to the campaign for the final season of the Spanish Netflix series.

With the support of the Publicity department, the story got quality earned media and, even though it was a very local activation, the asset was also shared by Netflix France.

Organic reach: +1M

Total Share: 5.5K

Total interactions: 125.600

Total Comments: 1.3K

Total Like: 118.800

Target Audience Outcomes:

223K views on YouTube

566K views on Instagram

88K likes on Instagram

+3K interactions on Facebook

+70 local and international media coverage from Spain, France, Venezuela, Colombia, Chile, Peru, México and Argentina.