To boost the launch of Vodafone 3G in Madrid and Barcelona, focusing on the core target of 18-34 year-olds, and advertising the star service, the videocall, as a real and close communication alternative.

More than 3.5 million users from our target public experienced the video call effect in situ. Another 12 million were introduced to the details of the action which, although original intended to run for a week, ended up running for two. Free publicity was also generated, which tripled the value of the investment.

We created the first video conference between the main stations of the Madrid and Barcelona undergrounds. Through the installation of cameras and the development of an exclusive computer application, we managed to reproduce images of travellers waiting on platforms at both stations on the giant 3x2m screens. These images were shown in real-time inserted, into two mobiles, giving the effect of the videocall and enabling in situ communication between the passengers of one city and the other.

More than 250,000 users a day were given the opportunity to “communicate” with each other, even more than though they were separated by a distance of 600 km. In this way we managed to break with the normal views of the means and identify an ideal formula for demonstrating the main benefit of Vodafone 3G: the videocall. Also, using the event and a pretext, 20” informative pieces were produced and emitted on a rotation basis throughout the whole Canal Metro TV network (100+ stations).

50% of the people who use Madrid and Barcelona’s underground system are 18-34 year olds. Nearly two million people travel by underground as part of their daily lives. A means of transport where they are bombarded by monotonous and predictable advertising. Is this not a great opportunity? We probably have in our hands the largest daily concentration of our target public and a territory where novelty is surprising, where innovation is a guarantee of success. With videocall the screen shows you who’s at the other end of the phone, so could we make it possible to see someone on the giant screens of the TV channel that operates on these two underground networks?