Movistar: I OFF YOU

Credits & Description:

Advertiser: TELEFONICA (MOVISTAR)
Agency: WYSIWYG
Category: BEST INTEGRATED CAMPAIGN LED BY MOBILE
Project Manager: Enrique Gonzalo (Wysiwyg)
Creative Supervisor: Luis E. García (Wysiwyg)
Technology And Innovation Manager: Charly Rodríguez (Wysiwyg)
Copywriter: Miguel González (Wysiwyg)
Account Supevisor: Olga López (Wysiwyg)
Creative Director: Daniel Molinillo (Wysiwyg)
Account Executive: Claudia Albuerne (Wysiwyg)
Art Director: Darío Busto (Wysiwyg)
Brand Manager: Francisco Mendoza (Wysiwyg)
Interactive Producer Director: Juan Gilmorte (Wysiwyg)
Creative Executive Director: Marga Castaño (Wysiwyg)
Account Executive: Francisco Jiménez (Wysiwyg)
Designer: Miriam Martínez (Wysiwyg)
Creative Managing Director: Pepa Rojo (Wysiwyg)

Brief Explanation
I Off You was launched with a campaign that started 72 hours before Valentine’s day.A 90’’ video was the main content of this campaign, introducing the app to smartphone users, enriched with two short videos that parodied scenes from romantic films as a way to get their attention.Display was launched in mobile formats only, as we wanted to get to smartphone “junkies” in the most relevant context, inviting them to stop looking at their touchscreens and start looking at their loved ones with 8 different messages.We stimulated the conversation on Twitter with the promoted trend #portidejaria (I would give this up for you), asking couples to share their ultimate acts of love in order to win a romantic dinner. The perfect atmosphere to start using I Off You.And we presented I Off You to the press with a “sweet” direct marketing: a QR code created with chocolates that linked to the app markets.72 hours and 63,000 plays of the video campaign after, 80% of the users that visited the micro-site downloaded the app, we obtained a 200% return on the campaign in publicity, and were shocked with app reviews in countries like Brazil and Japan where the app wasn't available.