Medcom: The Tweeting Pothole [image]

Credits & Description:

Brand: MEDCOM
Original Title: Hueco Twitero
Product: Telemetro Reporta
Award: Gold
Entrant Company: P4 Ogilvy&Mather, Panama
Agency: P4 Ogilvy & Mather, Panama
Production Company: Sake, Buenos Aires
Music Company: Salmon Osado, Buenos Aires
Other: VFX, Panama
Executive Producer: Benjamin Liao / Belisario Alvarez / Monica Crespo P4 Ogilvy & Mather, Panama
Chief Creative Officer: Pinky Mon P4 Ogilvy & Mather, Panama
Associate Creative Director: Alejandro Blanc P4 Ogilvy & Mather, Panama
Art Director: Edmar Quiros P4 Ogilvy & Mather, Panama
Film Director: Sol Abadi Sake, Argentina
Copywriter: Kochi Restrepo / Edmar Quiros P4 Ogilvy&Mather, Panama
Designer: Franklin Lu P4 Ogilvy & Mather, Panama
Head Of Art: Roberto Perez P4 Ogilvy&Mather, Panama
Digital Manager: Luis Gonzalez P4 Ogilvy&Mather, Panama
Digital Producer: Alberto Lam P4 Ogilvy & Mather, Panama
General Manager: Monica Urrutia P4 Ogilvy & Mather, Panama
Digital Media Director: Francisco Hernandez MEDCOM, Panama
Site: https://twitter.com/Elhuecotwitero
Description of the Project:
Panama City streets are damaged and authorities don’t seem to care about it. This inconvenience causes a lot of discomfort to drivers that have to transit through these streets everyday.
Nowadays, Twitter is one of the most important sources of information for the news show in Panama, and for this reason we created a platform to establish not only a conversation but also a way of complaining directly to those responsible for solving the problem of damaged streets. A humorous character was created: @ElHuecoTwitero. (The Tweeting Pothole). From this Twitter account, the biggest potholes of Panama City started to tweet complaints directly to the Twitter account of the Minister Of Public Works @MopDePanama, each time they were run over.
The idea was to point out the hassle people felt directly to those responsible for solving the problem of damaged roads. We installed a device inside the potholes of the most damaged streets of the city that tweets a complaint every time a car runs over it to the Department Of Public Works' Twitter account.
The Tweeting Pothole has a special segment with its tweets on our news show to present the complaints and made others aware as well to amplify the message. As a result, every street where the device was placed has been repaired or is in the process, many of which are long stretches that had been neglected for years, considerably increasing the percent of the attended cases.
In less than a month, the tweeting pothole achieved more than 5,000 followers, almost 7,000 interactions, 1
000 potential reach and 30 million impressions on Twitter.
Visit our Twitter account: @ElHuecoTwitero