Our objective was to relaunch Tricom's new speed Internet Connection: 5Mbs and 10Mbs, placing them as the fastest Internet connection in the Dominican Republic, while at the same time increasing their market share. Our target was a younger audience, who in the end make the decision of which Internet provider is used in their homes.

We knew that our target gets frustrated when their downloads or streaming videos are interrupted because of a slow connection. We placed an ad in cinemas at the beginning of each movie. When the production house intro appeared, the animation froze several times, like it was being watched on a slow Internet connection. A cursor appeared and minimised the window revealing a Youtube style screen with the title of the movie. This window was minimised to a computer desktop where Tricom's Internet was searched. After connecting, the cursor went back to the movie that uploaded instantly and played without interruptions.

Our action created immediate buzz in Twitter and other social networks, creating word of mouth that the movie theaters were using the Internet to show their movies, and by default it was Tricom's connection being used. We gave out flyers at the end of each movie promoting Tricom's Internet, which could be used as coupons to install the service. Many people approached us, making Tricom's Internet division grow by 36% during 2009.

Our creative solution relates to our target directly, which uses the Internet to download movies, music or watch streaming videos. These people need a fast, reliable connection that doesn't interrupt what they're watching. Our action was a direct reflection of the frustration they experience surfing the web on a slow Internet connection, while at the same time giving them the perfect solution to this problem, by changing their Internet connection to Tricom's. Our action was placed where an ad had never appeared before while using the movie's content to communicate our message.