The launch of Broadnet was made in a mainly monopolistic situation for telecom providers, due to the Telefonica weight in Spain.The message they want to transmit is the idea of INDEPENDENCE from the monopolistic company (Telefonica).The final message is that now you can choose among other telecom companies.

The launch of Broadnet was made in a mainly monopolistic situation for telecom providers, due to the Telefonica weight in Spain.The message they want to transmit is the idea of INDEPENDENCE from the monopolistic company (Telefonica).The final message is that now you can choose among other telecom companies. Step One: Strakes takes place in public areas: in the street, parks...Step Two: During the Strake periods public areas became a justice demanding forums.Step Three: We use the street as the most accurate (real and close) stage to develop the basic concept defined by our client:INDEPENDENCEConclusion: We applied the creative idea to the street reality.Media Development:We select very carefully where the telecom buying decission makers were: mainly big buildings and airports.This people were already reached through a previous campaign based on conventional media as general information and economic newspapers.

To support even more this contact we select the specific outdoor sites closest to the buildings were this people works and we start running there the special action: we wrapped up the bus shelters and billboards with real cloth banners, showing the Independence concept.Also, we make a special survey and we discover that this people spends a lot of time travelling by plane. This was an extraordinary opportunity in terms of affinitty so we decide to be there.We conquered the Madrid Airport and transform it into Broadnet Airport: lifts, conveyor belts and corridors were all dressed up with the Broadnet placards. 100% of the translation of the creative idea to the outdoor execution was made by the media team. Once we found out the way for this creative use of media, we show it both, client and agency, and they immediatly approved it.After that, we started to negociate with media owners and local authorities to implement the idea.From this event the media owners added this kind of solutions as part of their portfolio!!! We leverage advertising as the same level as philosophy. The use of medium was totally integrated in the communication message, telling more than the creativity itself.It should be a winner because it is brilliant, and mainly, because it worked.

100% of the translation of the creative idea to the outdoor execution was made by the media team. Once we found out the way for this creative use of media, we show it both, client and agency, and they immediatly approved it.After that, we started to negociate with media owners and local authorities to implement the idea.From this event the media owners added this kind of solutions as part of their portfolio!!!

We leverage advertising as the same level as philosophy. The use of medium was totally integrated in the communication message, telling more than the creativity itself.It should be a winner because it is brilliant, and mainly, because it worked.

Step One: Strakes takes place in public areas: in the street, parks...Step Two: During the Strake periods public areas became a justice demanding forums.Step Three: We use the street as the most accurate (real and close) stage to develop the basic concept defined by our client:INDEPENDENCEConclusion: We applied the creative idea to the street reality.Media Development:We select very carefully where the telecom buying decission makers were: mainly big buildings and airports.This people were already reached through a previous campaign based on conventional media as general information and economic newspapers.

To support even more this contact we select the specific outdoor sites closest to the buildings were this people works and we start running there the special action: we wrapped up the bus shelters and billboards with real cloth banners, showing the Independence concept.Also, we make a special survey and we discover that this people spends a lot of time travelling by plane. This was an extraordinary opportunity in terms of affinitty so we decide to be there.We conquered the Madrid Airport and transform it into Broadnet Airport: lifts, conveyor belts and corridors were all dressed up with the Broadnet placards.

Jose-Ignacio Garcia   General Manager   Optimedia SpainJuan-Antonio Ortiz   Planning Director   Optimedia MadridMichel Botella   Purchasing Manager   Optimedia SpainManuel Humanes   Outdoor Purchasing Manager   Optimedia Spain