Football being a sport that moves passions and also with it being the main driver of subscriptions to Movistar Imagenio, we proposed an action that would enable us to generate a real experience for users and which, in turn, could be enjoyed and shared among all those who are thrilled by football.

With this action, the emotion and the energy generated during a football match served to enable the inhabitants of a tiny village to experience the same thrill and energy as they watched the football.

The whole of this action had to ensure continuity and serve to transfer the brand values beyond the exact moment when the action took place, so we proposed shooting it so that it would also give us mileage in audiovisual media. In this way, we got even more people to share that unique moment in both the stadium and the village square, lending empathy and friendliness to a brand like Movistar, unused to this type of actions.

- The media objectives initially proposed for the action were amply exceeded; in the 3 weeks following the launch of the making of there were more than 2,178,000 contacts in media (+650,000 on Internet, +1,528,000 on TV), well over the 100,000 views set as the objective at the outset.- The action includes a Rich Media element which for the first time allows users to interact with the brand and among themselves via Twitter from the element panel on the Home page of an online daily.- The Making of this action has become the most viewed video since the official MoviStar channel on YouTube began in 2007.- The economic return on the action, considering the investment all the views that have been generated would have involved, has been almost 7 times the investment assigned to media and animation, as shown in the following table.