Broadband Internet: "HIGH SPEEDS" Direct marketing by JWT Colombia

Type of Entry: Product & Service
Category: Commercial Public Services, incl. Healthcare & Medical
Title: HIGH SPEEDS
Advertiser/Client: TELMEX
Product/Service: BROADBAND INTERNET
Entrant Company: JWT COLOMBIA Bogotá, COLOMBIA
DM/Advertising Agency: JWT COLOMBIA Bogotá, COLOMBIA

Creative Vice President: Rodrigo Torres
Creative Director: Aliro Ardila
Copywriter: Emanuel Abril
Art Director: Diego Duran
Art Director: Jorge Jimenez
Executive Producer: Sandra Martinez
Executive Producer: Martha Silva

Describe the brief from the client:
Telmex Broadband is giving people high speeds at very good prices.
The goal was to generate an immediate action (contact Telmex and get a subscription) as well as an emotional response (that would favour the brand’s relationship with the audience) in a category of low involvement.
Creative Execution:
Involve people from the very beginning in a real and unexpected “high speeds for the price of low speeds” experience so that their emotions would connect with the rest of the country and generate the desired response towards the brand.
Describe the creative solution to the brief/objective.
We boarded one of the buses that cover the Bogotá to Cali route (a 9 hour trip) and surprised the passengers by taking them to their destination by plane (only 35 minutes). Then we shared their “high speeds for the price of low speeds” experience with the rest of the country via TV and online.
On the website people could follow the stories of the individual passengers, request internet access and suggest new ideas for the campaign. They did and that’s how we ended up taking a taxi passenger to his destination in a helicopter.
Our expectation in terms of people’s response (subscriptions, shares of the story, favourable opinions towards the brand and word of mouth) was surpassed.
People not only kept on sharing but suggested new ideas for the campaign and we ended up taking a taxi passenger to his destination in helicopter.
- This analogue approach in the digital world is unexpected in the category and ignited the dialogue between audience and brand.
- It’s simple and easy to understand for everybody.
- It presented the driver of the category (speed) in an engaging way that helped differentiate our brand.
Describe the results in as much detail as possible.
Within a week of its launch it was one of the most shared videos in viral video chart.
It generated all kinds of positive comments about the brand (twitter, blogs, facebook, the campaign’s website).
Monthly sales growth went from 3% before the campaign to 42% right afterwards. (Subscriptions of one year or more)
Sales of other products sold in value pack with broadband increased 25% (Strengthening the relationship with the brand)
Telmex went from being #2 to the absolute market leader in less than two months (Putting an end to the 8 year leadership of its competitor)
Source: Quarterly Report of Connectivity –2010 – ITC Ministry of Technology Information and Communications