Advertiser: TELECOM PERSONAL
Agency: SANTO, TBWA\BUENOS AIRES
Category: Best Use of Integrated Media
Advertising campaign: THE PUMAS AND PERSONAL WITH THE 4 NATIONS
Advertising: Daniela Gomez (Telecom Personal)
Press: Diego Fantini (Telecom Personal)
: Benito Nazar Anchorena (Telecom Personal)
Advertising: Cecilia Bassi (Telecom Personal)
Consultant: Juan Christmann (All Awards)
Advertising: Maria Clemente (Telecom Personal)
GCD: Maximiliano Anselmo (Santo)
Marketing Manager: Ignacio Nores (Telecom Personal)
Consultant: Renato Lopes (All Awards)
Social Media: María Laura Rivieri (Telecom Personal)
Brand Experience Manager: Silvana Cataldo (Telecom Personal)
AV Production: Matias Moreno (Telecom Personal)
GCD: Sebastian Wilhelm (Santo)
AV Production: Alejandro Rodriguez (Telecom Personal)
Advertising: Camila Doval (Telecom Personal)
Consumer Experience: Daniela Kodenczyk (Telecom Personal)
CEO: Guillermo Rivaben (Telecom Personal)
Promo And Events Manager: Julian Esnaola (Telecom Personal)
Promo And Events: Leandro Sachero (Telecom Personal)
Advertising Manager: Mirna Bulic (Telecom Personal)
Strategy
Personal, one of Argentina´s major mobile companies, wanted to be linked with sports, since it was something that unifies people all around the country. We chose rugby, a sport with values that represent the brand and that deserve to be supported.So the project was to commit ourselves to help the Argentina rugby team to get into the TRI NATIONS, one of the biggest rugby competitions in the world, that never happened before.For that we carried the voice of fans and players to the IRB, the FIFA of the Rugby, and after years of trying, the Pumas participated in the 4 Nations, which in Argentina is know by Personal Rugby Championship.So our challenge was to help a team to become strong, help kids to start in the sport, and make lots of fans happy around the country watching their team playing in a championship, and we got even more, we made to have the championship known in Argentina by the name of our brand.
Effectiveness
We increased dramatically the link of Personal to rugby and to sport and by consequence, to the sport fans. And the best part, we got the Pumas to the TRI NATIONS, that now is called 4 Nations, with us in. But the best part is, in Argentina, this huge world rugby championship is not known by this name, but is known by Personal Rugby Championship.And we had more than 3,700 seconds in TV coverage. More than 52.000.000 people reached. More than 60.000.000 cm on press media. More than 650 publications, that generated more than $ 4.200.000 in spontaneous media.
Execution
We did a a fully integrated campaign, supporting the Pumas in all media channels. And we had long term media planning, since it was a project of relationships and not an isolated campaign. Our media was the team itself, improving with our help and getting to the championship for the first time and giving us the biggest media of all; the name of our brand is how the championship is known in Argentina, as Personal Rugby Championship.