Telecom Personal: THE PUMAS AND PERSONAL WITH THE 4 NATIONS

Credits & Description:

Advertiser: TELECOM PERSONAL
Agency: SANTO, TBWA\BUENOS AIRES
Category: Best Use of Branded Content & Sponsorship
Advertising campaign: THE PUMAS AND PERSONAL WITH THE 4 NATIONS
Advertising: Cecilia Bassi (Telecom Personal)
Press: Diego Fantini (Telecom Personal)
Consultant: Juan Christmann (All Awards)
Audiovisual Production: Matias Moreno (Telecom Personal)
Marketing Manager: Ignacio Nores (Telecom Personal)
Advertising: Maria Clemente (Telecom Personal)
Group Creative Director: Maximiliano Anselmo (Santo)
Advertising: Daniela Gomez (Telecom Personal)
Promotions Manager: Julian Esnaola (Telecom Personal)
Promotions And Events: Leandro Sachero (Telecom Personal)
Consultant: Renato Lopes (All Awards)
Group Creative Director: Sebastian Wilhelm (Santo)
Brand Experience Manager: Silvana Cataldo (Telecom Personal)
Audiovisual Production: Alejandro Rodriguez (Telecom Personal)
: Benito Nazar Anchorena (Telecom Personal)
Advertising: Camila Doval (Telecom Personal)
Customer Experience: Daniela Kodenczyk (Telecom Personal)
Chief Executive Officer: Guillermo Rivaben (Telecom Personal)
Social Media: María Laura Rivieri (Telecom Personal)
Advertising And Image Manager: Mirna Bulic (Telecom Personal)

Strategy
Personal, one of Argentina´s major mobile companies, wanted to be linked with sports, since it was something that 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, which has never happened before.For that we carried the voice of fans and players to the IRB, the FIFA of Rugby, and after years trying the Pumas participated in the 4 Nations, which in Argentina is known as the Personal Rugby Championship.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 championship, and we got even more, we managed to have the championship known in Argentina by the name of our brand.

Execution
We did a a fully integrated campaign, supporting the Pumas in all media channels. And we had long term media planning, since it was a project of relationship and not an isolated campaign. Our media was the team himself, improving with our help and getting to the championship for the first time, giving us the biggest media of all, the name of our brand is how the championship is knownn in Argentina, as Personal Rugby Championship.

Effectiveness
We increased dramatically the link of Personal to rugby and to sport and by consequence, to 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 as 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.