INTERNAL CREATIVE WRITING COMPETITION: "MICRO STORY CAT" Direct marketing by Publicis Dialog Spain

Category: Corporate Image & Information
Advertiser: TELEFÓNICA ESPAÑA
Product/Service: INTERNAL CREATIVE WRITING COMPETITION
Agency: PUBLICIS DIALOG SPAIN
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: PUBLICIS DIALOG SPAIN, Madrid, SPAIN
Account Director: Jaime Pérez (Publicis Dialog Spain)
Chief Creative Officer: Arturo López (Publicis Dialog Spain)
General Manager Strategic Planning: Tomás Navarro (Publicis Dialog Spain)
Creative Director: Javier Ferrera (Publicis Dialog Spain)
Creative Director: Alicia Bernad (Publicis Dialog Spain)
Copy: Aurora Pintado (Publicis Dialog Spain)
Account Supervisor: Elena Granados (Publicis Dialog Spain)
Art Director: Alex Jimenez (Publicis Dialog Spain)
Art Director: Elena Arribas (Publicis Dialog Spain)
Account Executive: Marta Aladro (Publicis Dialog Spain)
Media placement: Poster - Internal Communication - 1 July 2009

Describe the brief/objective of the direct campaign.
Micro Story is a creative writing competition for Telefónica employees, with the objective of reinforcing excitement, commitment and pride in belonging to the company, by driving the good use of the Spanish language.

Explain why the creative execution was relevant to the product or service.
We need to start by saying that Telefónica is the most important telephone supplier in Spain, and its services include fixed and mobile telephone, ADSL and TV with new head offices in Madrid. Part of the strength of the creative and its originality stems from using SMS, a telephone application, to obtain the interaction of the staff of the company. In addition, the competition was based on a communication skill, in other words creating a very short story. In the image we can see a great story that starts and ends in a single instant.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A campaign was created for internal media to launch the competition. The peculiarity of this action is that Micro Story is based on the delivery of a micro essay via SMS, with a maximum of 156 characters.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Given the difficulty of the competition, participation was high with 2,815 employees taking part, aproximately 28% of staff.