Advertiser: VIRGIN MOBILE
Agency: HAVAS WORLDWIDE SANTIAGO
Category: Copywriting
Copywriter: David Rozas (Havas Worldwide Santiago)
Executive Creative Director: Rodrigo Bravo (Havas Worldwide Santiago)
Art Director: Carlos Ramírez (Havas Worldwide Santiago)
Creative Director: Sebastián Salinas (Havas Worldwide Santiago)
Implementation
First we presented our Kommunist Manager via YouTube with a web commercial and simultaneously we launched our first product TV spot. So when the public saw the spot immediately could go to our website or look for the TV spot on YouTube and they could find the story behind our character. After that, and considering the amount of followers and interaction we had with the people, we proposed Dimitri as a candidate for the upcoming parliament elections. This action was a total hit and made thousands of chileans advocate for Dimitri's cause: to stop other candidates from littering the streets with their signs.
Campaign Description
After the launch of Virgin mobile in Chile we needed a mechanism to communicate with the people in a direct way. so, instead of a Community Manager we created the first Kommunist Manager, a man who would represent the people's voice and needs and "fight" fr them inside Virgin Mobile Chile. and what better way to represent that man than with a Communist ex-general.
Effectiveness
Twitter interaction with the official Virgin Mobile Chile twitter account raised. Visits to dimitri.cl and Virginmobile.cl surpassed every expectation from our client. Dimitri was trending topic 3 times in less than a month and Virgin Mobile Chile was trending topic even 4 months after it's arrival to Chile.And still today, there are comments on the internet of people asking when Dimitri will be coming back to fight for the rights of the cellphone owners of Chile.