Advertiser: TELMEX
Agency: HAVAS MEDIA
Category: Commercial Public Services incl. Healthcare & Medical
Advertising campaign: JUMP INTO THE UNITED STATES GRAND PRIX
Creative: Ina Andrews (Havas Sports & Entertainment)
Creative: Miriam González (Havas Sports & Entertainment)
Account Director: Ricardo Gonzalez (Havas Media)
Creative: Akemy Ariyama (Havas Sports & Entertainment)
Creative: Esther Murillo (Havas Sports & Entertainment)
Creative: Juan Santa María (Havas Sports & Entertainment)
Marketing Director: Carlos Romero (Telmex)
Creative: Francisco Bolívar (Havas Sports & Entertainment)
Strategy
Telmex, Mexico’s main Internet provider hasn’t managed to create brand engagement with its target due to an adverse client service and support reputation. To reverse it the brand needed to become friendlier with its audience evolving the level of closeness with its consumers. To do so we created a unique brand experience for them!Sports for Mexicans are a life passion: the football stadiums are always full! But there’s one sport that awakens in them the national pride for having top participants in it, at which the majority of them can’t afford to go: the F1. Thinking of these fans of speed is how our brand’s adventure begun to fulfil their ultimate dream. Telmex provided to Mexican motorsports and F1 fans a unique and maybe a once in a lifetime opportunity for many of them: a contest to win an all paid trip to the USA F1 race.
Execution
Since these fans spends many hours on Internet and social media, the experience was launched and shared trough these channels, quantifying the success of the improved engagement trough social media metrics. As an F1 race this promo would be full of adrenaline! Through an application at Facebook and Twitter trivia we created a digital race, at which the podium holders would win! With 80 winners we took off in a caravan from Mexico to USA. Through our journey challenges were set up to expand the joy of the winners to social media, amplifying the reach of the brand’s experience.We organized stunning activities for them at USA: face to face with F1 drivers, special seats just in front of the pit stops and a final surprise: an additional all paid trip challenge to Canada’s F1 race. This experience enabled us to create a special brotherhood bond between Telmex and winners.
Effectiveness
1. Growth of +75% of Facebook fans2. Increase of +95% of the monthly average users engaged at Facebook3. Facebook’s monthly average impressions increased +2,400%4. Growth of 180% of Twitter followers, 130% above the target5. Accounted an increase of 72% in retweets, 164% in replies and 173% in mentionsAt the end 80 happy fans enjoyed a unique life experience!• "A dream come true to life, because my son invited me ... now it makes sense to spend as much time on Facebook and Twitter", Franco Maccaferri.