Telecom Personal: THE PUMAS AND PERSONAL IN THE 4 NATIONS

Credits & Description:

Advertiser: TELECOM PERSONAL
Agency: TBWA\BUENOS AIRES
Category: Best Use of Sponsorship
Advertising campaign: THE PUMAS AND PERSONAL IN THE 4 NATIONS
Advertising: Daniela Gomez (Telecom Personal)
Press: Diego Fantini (Telecom Personal)
: Benito Nazar Anchorena (Telecom Personal)
Advertising: Camila Doval (Telecom Personal)
Advertising: Cecilia Bassi (Telecom Personal)
Promo Manager: Julian Esnaola (Telecom Personal)
Promotions And Events: Leandro Sachero (Telecom Personal)
Advertising: Maria Clemente (Telecom Personal)
GCD: Maximiliano Anselmo (Santo)
Consultant: Renato Lopes (All Awards)
Advertising And Image Manager: Mirna Bulic (Telecom Personal)
Brand Experience Manager: Silvana Cataldo (Telecom Personal)
Customer Experience: Daniela Kodenczyk (Telecom Personal)
Marketing Director: Ignacio Nores (Telecom Personal)
Consultant: Juan Christmann (All Awards)
Social Media: Maria Laura Rivieri (Telecom Personal)
Communications Manager: Sabrina Romero (Telecom Personal)
AV Production: Alejandro Rodriguez (Telecom Personal)
CEO: Guillermo Rivaben (Telecom Personal)
GCD: Sebastian Wilhelm (Santo)

Execution
We did a a fully integrated campaign, supporting the Pumas in all media channels.We encouraged kids all over the country to become future Pumas players. We made a country give hands for one goal.And then we carried the voice of fans and players to the IRB, the FIFA of the Rugby, asking them to pay attention in Pumas and see its potencial, so they could get in the championship.

Effectiveness
We increased dramatically the link of Personal to rugby and to sport and by consequence, to the sport fans. And the best part, we got the Pumas to the TRI NATIONS, that now is called 4 Nations, with us in. But the best part is, in Argentina, this huge world rugby championship is not known by this name, but is known by Personal Rugby Championship.And we had more than 3,700 seconds in TV coverage. More than 52.000.000 people reached. More than 60.000.000 cm on press media. More than 650 publications, that generated more than $ 4.200.000 in spontaneous media.

Relevancy
So our challenge was to help a team to became strong, help kids to start in the sport, and make lots of fans happy around the country watching their team playing in a help the Argentina rugby team to get into the TRI NATIONS, one of the biggest rugby competitions in the world, that never happened before, so they would help too and get engaged with the goal, and also interact with the brand.

Strategy
The strategy to connect the brand with people in Argentina was to get it closer to something they love a lot, sports. But a specific one, that had values that represented the brand, that´s when we chose rugby. And then the plan was to make this team stronger, more supported by fans and to get them into the TRI NATION championship.

Campaign Description
Personal, one of Argentina´s major mobile company, wanted to be linked with sports, since it was something the unifies people all around the country. We chose rugby, a sport with values that represent the brand and that deserve to be supported.So the project was to commit ourselves to help the Argentina rugby team to get into the TRI NATIONS, one of the biggest rugby competitions in the world, that never happened before.The PR was strong and important here already, since we asked for every rugby fan to be engaged with this goal too. Then we carried the voice of fans and players to the IRB, the FIFA of the Rugby, and after years trying the Pumas participated in the 4 Nations, that in Argentina is know by Personal Rugby Championship, the biggest PR we could ask. The brand is named every time someone talk about the championship.

Client Brief Or Objective
Our goal started making Personal be more related to sports, in particularly Rugby. And to do that we found another goal, more specific: to help the Argentina rugby team to get into the TRI NATIONS, one of the biggest rugby competitions in the world.To achieve that, we did a a fully integrated campaign, supporting the Pumas in all media channels and we asked for people´s help.Then we carried the voice of fans and players to the IRB, the FIFA of the Rugby. And after years pushing hard we made it.