Cannes Lions

UNIFÓN GSM MOBILE PHONE

WUNDERMAN BUENOS AIRES, Buenos Aires / TELEFONICA / 2004

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Overview

Description

The action took two steps. The first delivery consisted of a box with a fake cardboard cellphone, communicating that many things change when one travels: languages, cultures, but the cellphone number is always the same. Inside the box more GSM characteristics were shown in a playful way. Ten GSM cellphones were raffled to generate response and get people close to this technology. There was a second delivery to those who responded to the first piece, with much more information about this new technology. A free all-inclusive trip to Spain with a GSM cellphone was raffled, as an incentive to get to know it and prove it.

Outcome

Results exceeded expectations regarding responses. They also facilitated the way to massive advertising. Because our target already knew what they were talking about. First delivery responses:From 4,000 individual deliveries, 1,300 responded (22.5%). From 1,400 company deliveries, 300 responded (21.5%).Second delivery responses: From 1,600 deliveries, 144 sales were registered (9%).

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