Media > Use of Media
FiRe ADVERTAINMENT, Buenos Aires / TELEFONICA / 2006
Overview
Credits
Audience
Each episode began with a phone call that was changing the story and was used as the argument of it and each one was directed by a renown Argentine film director.This way Telefónica, through a media event, was offering its clients and the public in general, a special cycle as a way of saying "thank you" for the confidence placed in the brand during these 15 years.
CommunicationGoal
Telefónica is the most important communications group of Argentina and it has been in the country for 15 years now.
The idea was to celebrate these 15 years by reinforcing the values acquired by the brand, especially the closeness with the public.
Effectiveness
#15 was a cycle watched by one million five hundred thousand people per week with an unprecedented press impact that turned the 15 years of Telefónica in Argentina into a media event.
Implementation
Seven 45 minute episodes were aired on the number one TV channel of Argentina during prime time. Directed by renown directors like: Eliseo Subiela, Carlos Sorin, Juan Taratuto, Albetina Carri, Juan Jose Jusid, Flavio Nardini and Pucho Mentasti.
MediaStrategy
Bearing in mind that the competition, Telecom, has also been in the country for 15 years and that they would probably use traditional communications, we created a television cycle called "Telefónica presents #15 " and its concept: 15 years … millions of calls.
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