Our target audience is composed by existing news channel audience and his followers in social networks.

@ElHuecoTwitero helped positioning Telemetro Reporta as a medium that amplifies the claims and complaints from the audience. This initiative generated a communication strong enough to reach the authorities and begin repairs.

Based on an Online strategy, we approach the people with a device that is activated only by driving over, once it was announced on TV people could interact with the Tweeting Pothole (@ElHuecoTwitero), joining our initiative.

In april 1st we created the twitter account and installed the devices so we could start talking about the city´s situation with influential people, this way we started gaining followers and awareness.

One week later we launched a special segment in the morning news cast, were we formally present the innovative initiative. We made live transmissions from the places where the devices were installed, interacting with drivers and showing to the TV audience the tweets generated by every car running into the potholes.

We made morning live transmissions once a week, from different point of the city where the traffic was unbearable.

The campaign had to be adapted to a changing schedule because of Holly week and The Summit of the Americas, those were days off resulting in a lower traffic.

This project was implemented for a entire month and keeps on tweeting.

As a result, the potholes started being repaired by the Department of Public Works.

Thanks to the personality of the The Tweeting Pothole, Telemetro Reporta improved the engagement with their audience,who joined the initiative, followed, interacted and retweeted the Pothole´s complaints.

Commercial results:

In one month we reached:

60 Mentions.

106.3K Mentions reach.

1.14 Millons Retweet reach.

310 followers.

The authorities do not listen to the complaints of the people, the poor condition of the streets and offer no solution. So we had to do something to draw the attention of the authorities and the media without causing further inconvenience to drivers.