Tricom Internet: "(movie) RELOAD" Direct marketing by Pages/bbdo

Type of entry: Use of Direct Marketing
Category: Ambient Media (Large Scale)
Advertiser: TRICOM
Product/Service: BROADBAND INTERNET
Agency: PAGÉS BBDO Santo Domingo, DOMINICAN REPUBLIC

Vice President/General Creative Director: Rodolfo Borrell (Pages BBDO)
Head of Art: Miguel Peña (Pages BBDO)
Senior Copy: Igor Ruiz (Pages BBDO)
Chief Editor: Abby Comas (Pages BBDO)
Account Executive: Jenny Ovalles (Pages BBDO)
Account Director: Carmen de los Santos (Pages BBDO)
Media Supervisor: Yady Mejía (OMD Dominicana)

Describe the brief from the client:
Tricom wanted to relaunch their new speed Internet Connection. To do this, we used movie theatres to direct a simple but striking idea on a captive and younger audience, since they are the ones who in the end make the decision of which Internet provider is used in their houses. We wanted to make sure that Tricom stayed at their top of mind as the fastest Internet connection while persuading them to request the service.
Creative Execution:
Our creative solution relates to our target directly, which uses the Internet to download movies, music or watch streaming videos. These people need a fast, reliable connection that doesn't interrupt what they're watching. Our action was a direct reflection of the frustration they experience surfing the web on a slow Internet connection, while at the same time giving them the perfect solution to this problem, by changing their Internet connection to Tricom's. Our action was placed where an ad had never appeared before while using the movie's content to communicate our message.
Describe the creative solution to the brief/objective.
We placed an ad in cinemas using the beginning of each movie. When the production house intro appeared the animation froze several times, like it was being watched on a slow Internet connection. After, a cursor appeared and minimised the window revealing a YouTube-style screen with the title of the movie they were about to see. This window was minimised to a computer desktop where Tricom's Broadband Internet was searched. After connecting, the cursor went back to the movie and it uploaded instantly. The cursor clicked on play and the real movie finally started without interruptions.
Describe the results in as much detail as possible.
Our action created immediate buzz in Twitter and other social networks, creating word of mouth that the movie theatres were using the Internet to show their movies and by default it was Tricom's connection being used. We gave out flyers at the end of each movie promoting Tricom's Internet, which could be used as coupons to install the service. Many people approached us, making Tricom's Internet division grow by 36% during 2009.