We went opposite to Movistar’s friendly image: introduce clients into a real terror movie scaring them to death.

We contacted award-winning terror film director Miguel Vivas and filmed 3 movies specially produced to be watched simultaneously inside a distressing space we built inside Telefonica Flagship Store called The Room: a 27 m3 cold store with capacity for 6 people, a unique sound system, surround screens and no escape possibility.One week before the launch, an intriguing teaser campaign challenged consumers across the web. During the 10 days The Room was opened, thousands of consumers lived this unique experience.

The results exceeded best expectations. 80% of the media invited attended the premiere. Over 10,000 clients pre-booked the very first day. The second day, all sessions were booked for the 10 days The Room was open and we had to increase visiting hours from 6 to 12 nonstop hours a day.We outnumbered all movie releases in average audience per copy, doubling the results of big productions like Tintin.We generated in just 10 days more than 5.8m entries in Google and consumers visiting Telefonica Flagship Store every day, were multiplied by 10 while the activation took place.