Direct > Digital & Social
McCANN LIMA, Lima / ENTEL PERU / 2017
Overview
Credits
CampaignDescription
With Entel, people are confident in the fact that they can enjoy Netflix because of the connection speeds and the amazing data plans offered, however, we wanted the experience to go beyond that… to be the best experience possible.
That’s why we went to a common place: something that haunts us all when we are watching series… THE SPOILERS from our friends and our idea aimed ad getting rid of them. To achieve that we created the web site: Threaten your Spoiler Friend.
A web site where people could pick one amongst the different criminals from their favorite series like House of Cards, Daredevil or Narcos to have them send a voice message as a warning to that "Spoiler Friend”.
In that way, from one moment to another, all of those "Spoiler Friends” started receiving threatening messages in the official Latin American voices of different series characters
Execution
The campaign lasted one full month and the brand only used social media to promote it achieving great reach and assuring that the campaign went viral.
After that, the campaign organically stayed alive for another month thanks to the consumers who kept interacting with it.
Outcome
• In only a week we received 700 thousand visits to the web site and more than a million threats were sent.
• In just a month people sent around 2.800.000 messages to our competitors’ mobile phone clients.
As of today, the web site has had 3 million unique visitors.
Relevancy
Because in a simple and entertaining way we reached millions of people directly. Besides that, what is important is that it were precisely those people and their contacts who helped in the growth of our action’s reach given the fact that the brand only developed the platform thus decreasing the cost per contact.
Also, the nature of the idea, text messaging through mobile phones, allowed us to reach even our competitors’ clients.
Strategy
We promoted the website using the Brand’s social media outlets. When people entered the site, that were prompted to choose their favorite character and have him or her send a threatening message to a friend.
This generated thousands of direct messages between several people that all closed with the brand’s claim:
Your friend Viviana Alfaro asked me to send you this message, so she could make sure she enjoys her ENTEL DATA MEGAS watching her favorite series without Spoilers:
http://bit.ly/2pprRvY
That’s how we created a direct marketing campaign in an entertaining way, fueled by consumers themselves which allowed us to reach not only our costumers, but the competitors’ as well.
Synopsis
Entel is one of the main telecommunications companies that operate in Peru and nowadays it is the one that offers the best internet connection and data plans.
Because of this attributes Entel has established through its commercial strategy the promotion of video watching amongst its users.
Recent studies of the brand point to the fact that the best experiences users have had regarding video watching was with Netflix, and because of that we wanted to create a message that stated clearly that the best company to enjoy your favorite shows through mobile internet is Entel.
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