Vivo: Fail Texts

Credits & Description:

Category: Telecommunications
Agency: Africa
Client: Vivo
Brand: Vivo Telecom
Company: Africa, São Paulo
Target: Brazil · Latin America
CCO: Sergio Gordilho, Africa
Creative VP: Eco Moliterno , Africa
Creative VP: Rafael Pitanguy, Africa
Creative Director: Alexandre Prado , Africa
Associate Creative Director: André Pinheiro, Africa
Copywriter: Alessandra Peixoto, Africa
Art Director: Bruno Damião, Africa
Producer: Rodrigo Ferrari, Africa
Producer: Patricia Melito, Africa
Producer: Priscila Moscovich, Africa
Producer: Marcela Santos , Africa
Motion Designer: Pedro Lima, Africa
Motion Designer: Flavio Muraca , Africa
Editor: Rafael Teixeira, Africa
Features: Boosted Posts, Mobile News Feed, Reach & Target Blocks
Languages: English (US), Portuguese (Brazil)
Objectives: Awareness, Preference
Tags: Telecommunications, Latin America, English (US), Portuguese (Brazil), Boosted Posts, Mobile News Feed, Reach & Target Blocks, Awareness, Preference  
Campaign Description
Last year, Vivo the leader Telecom in Brazil, challenged us was to create a campaign to keep their leadership in 4G plans during the very competitive Christmas period.
The target was the younger audiences, obviously interested in online videos.
Our objective was to promote the 4G plans for new consumers on the Facebook's News Feed, using a natural language for the youngsters.
Our goals were to generate awareness and recognizement to Vivo's 4G plans.
With that in mind, we created an online video campaign specially for Facebook during the whole month of December 2015.
Inspired on text messages and online conversations that usually go wrong for lack of internet data or bad 4G signal, we developed the concept "Without a good 4G plan, the conversation can go wrong."
Then we created 31 videos with text conversations going wrong, 1 per day in real time, all of then inspired in some fact that happened that day.
That's the background of the "Fail Texts" campaign.
Campaign Goals
The strategy of create a special video content for each day of the month made total sense on Facebook. Specially because we could count on Facebook's media strategy team to help us to get the best rentability on the promoted posts. That helped Vivo to reach their target with accuracy without dissipate any part of their budget.
Campaign Performance
The client's first strategy was to promote only 3 posts on Facebook. That's when, with the help of Facebook team, we convinced Vivo that we could make more organic views and awareness to their 4G if we made a better use of our production's money. They agreed with us and we create 31 videos, promoting 9 on Facebook's platform.
That enabled us to reach the results you are about to read below.