Category: Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand
Advertiser: TELEFONICA
Product/Service: SPEEDY (BROADBAND SERVICE)
Agency: COMPETIR.COM
Chief Executive Officer: Pablo Aristizabal (Competir.com)
Sales Director: Alejandro Canelo (Competir.com)
Chief Operating Officer: Daniela Correa (Competir.com)
Product Manager: Solange Rodriguez Soifer (Competir.com)
Media placement: internet movie - Aula356.com - 5-mar-2012
Campaign Description
Aula365 is a unique education environment for children. Aula365 is the place where they can enjoy themselves while they are educated.
It's being offered as a value added service for Telefonica on their broadband service (speddy). This brings Telefonica a competitive advantage given the unique offer that Aula365 has.
On Aula5365's environment, you can enjoy many things. Movies are a common tool. Adding 3D effects and an absolute interesting story were our movie drivers.
Over 400k plays are a confirmation of this.
Effectiveness
Challenges:
- drive more registrations to Aula365, work to retain customers, bring a differentiation
Objectives:
- have 10,000 new premium accounts
Strategy:
- create mystery
- bring a visual differentiator (3D)
- engage with story, bring historical content
- create an historical movie with 3D
Execution:
- viral campaign
Implementation
Email campaign:
- email blast for Aula365 premium and ‘fremium’ users, YouTube video, Press releases, interviews where the tools is used to spread the message.
Outcome
Campaign is on air right know and, so far, we have 1,200 new accounts after 1 month of execution.