Rodrigo Figueroa Reyes/DDB Argentina/Executive Creative Director To launch a broad band internet service called Speedy, in a very competitive context developed for maximum impact, and in a way that would show Telefonica as forerunner in the field of telecommunications. The campaign took off with ads in the press and on billboards announcing the arrival of the first Interactive Television Commercial.Two key moments were chosen for the broadcasting of the interactive commercial: For the first one, prime time was sought and special advertisements were created for the moment of greatest flux in viewers, between the ending of a program and the opening of the following one (there are no commercial breaks for this position in Argentina), capturing as many people as possible when zapping. This broadcast reached high levels of impact due to the linking of two competing TV stations in a common broadcast. The second broadcast was announced through a campaign in the printed media taking advantage of the strong impact and the expectations aroused by the first broadcast. The campaign continued with subsequent broadcasts of shorter cuts of the original advertisement showing the different alternatives offered by the interaction. OMD was able to get rival TV stations to come to an agreement and to broadcast simultaneously the same commercial. OMD also got these two stations not to be apprehensive about having viewers invited to switch to the competitor’s station, thus being able to interact between both stations without trouble. This advertisement is very special because it is the first interactive television commercial in the history of Argentine advertising. It had to be winner because it had changed advertising into a true form of entertainment for viewers, competing with the standard programming of the other stations, and, eventually, achieving a higher rating.

OMD was able to get rival TV stations to come to an agreement and to broadcast simultaneously the same commercial. OMD also got these two stations not to be apprehensive about having viewers invited to switch to the competitor’s station, thus being able to interact between both stations without trouble.