Vodafone yu launched a new mobile service contract, and we had a challenge; to make young people the stars of our campaign.

What did we do? We invited young people to participate in the first Vodafone yu: spot. It was directed by Alex de la Iglesia (Spanish film director, screenwriter, producer, and former comic book artist), and featured famous Spanish actor Hugo Silva in the leading role.

How did we do it? We launched a video with our two protagonist inviting people to participate and live the experience by signing up at www.yuafterclass.es. Then we talked about it on the radio, and communicated about it over internet, using the Vodafone website and social networks.

And… what happened?

We shut down the “gran via de Madrid,” 800 people dressed in black showed up, and we gave a press conference.

The result was that the campaign appeared on 14 highly rated TV programs, was mentioned in 8 written press articles, and in more than 140 webs and blogs. We achieved more than 420.000 views on YouTube, and a huge impact in social media.

The event was trending topic on twitter and the subject of thousands of post all over Facebook. There was also a lot of activity on Google +, Instagram and Flickr about the campaign, which ultimately achieved 22.731.729 impacts in two weeks, and multiplied its value 27 times over.

The collaboration worked since the beginning, he understood the strategy, and both the language and tone to use, looking for the best media according to our target, and finally reinforcing them to gain higher reach.

They proposed doing a call through the media mostly used by the target, the internet. This allowed us to spread the message in this channel, also through Alex´s de la Iglesia, Hugo´s Silva and the client´s profiles.

Empowering the presence of the protagonists in different programs to generate interviews about the project, and allow the target to see it and participate.

They also strengthen the relationship with the media, inviting them to the shooting on an exclusive placement, so they could have a better access, and allowing press conferences with the director and actor.

All the content was spread throughout the most influential media for our target. The spot on the most related TV channels, and also making use of the core media for our target, the internet and social media.

We appeared on 14 highly rated TV programs

8 written press articles

More than 140 webs and blogs

More than 420,000 views on YouTube

Huge impact in social media.

The event was trending topic on twitter with hundreds of mentions

Thousands of posts all over Facebook

A lot of activity on Google +, Instagram and Flickr

The campaign achieves 22,731,729 impacts in two weeks and multiplies its value 27 times over