Brand Experience and Activation > Use of Promo & Activation
PUBLICIS ARGENTINA, Buenos Aires / TELEFONICA / 2010
Overview
Credits
ClientBriefOrObjective
- Improve Movistar awareness.
- Generate a funny aproach to potential clients.
- Rise Consumption through a specific promotion.
Implementation
The idea appeared since A-Flu (H1N1) covered all media news with recommendations and dutys to prevent the Influenza. So, if A-Flu transmission spread through the air, speaking and touching with people, we though it´d be an honest message for a Cell Company to say: "Please Don´t Speak" (better send a message.)
Outcome
More than 22.000 Movistar sms packages were purchased in Capital Federal, Buenos Aires, during Guerrilla Facemask´s day on the subway station only. That means a rise of 10% more than regular days.
Relevancy
Because Movistar was the only cell company that comunicated during this period, talking about A-Flu. So, in the place where everybody was afraid of getting A-Flu, Movistar gave out facemasks with an original message that made funnier the morning of thousands of Subway users.
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