Cannes Lions

TWEETS FOR EYES

TERAN\TBWA, Mexico City / GNP / 2015

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Case Film
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Overview

Entries

Credits

Overview

Description

The idea of Tweets for Eyes came from the insight that people were already tweeting about the World Cup games, so GNP Insurance invaded their football experience through a TV spot that talked about how the World Cup's Greatest Plays Happen Outside of the Field and invited them to keep doing it with the hashtag #FueradelaCancha (#OutsideoftheField) and listen to their tweets live on the website FueradelaCancha.com (OutsideoftheField.com).

The transmission was only audible, giving people a new option of hearing an alternative narration to the already known national transmissions, becoming the first fan-made broadcast.

Execution

People were already tweeting about the World Cup games, so GNP Insurance invited them to do it with the hashtag #FueradelaCancha (#OutsideoftheField) and listen to their tweets live on the website FueradelaCancha.com (OutsideoftheField.com).

The transmission was only audible, giving people a new option of hearing an alternative narration to the already known national transmissions.

Each game had an established number of tweets. Once the goal was reached, GNP Insurance funded 2 corneal transplants in the Hospital de la Luz (Hospital of Light) for people who could not afford it.

Outcome

The interaction resulted in the funding of 71 corneal transplants while creating a brand interaction with more than 1200 tweets per game throughout all of Mexico.

The campaign was expected to generate 32,400 tweets but the interaction grew much bigger as it generated 246 million Twitter impacts.

Besides the interaction, GNP Insurance also gave out scholarships to optometrist students for each goal that Mexico scored in the World Cup.

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