Mobile + Broadband: "SPEEDY MOVIL" Promo / PR Ad by Y&R

Category: Event and Field Marketing
Advertiser: TELEFONICA MOVILES
Product/Service: MOBILE BROADBAND
Agency: Y&R
Date of First Appearance: Jun 13 2009 12:00AM
Entrant Company: Y&R, Lima, PERU
Executive Creative Director: Flavio Pantigoso (Y&R Peru)
Copywriter: José Miguel Rivera (Y&R Peru)
Art Director: Erick Galván (Y&R Peru)
Agency Producer: Patricia de la Cuba (Y&R Peru)
Account Supervisor: Manuel Ahumada (Y&R Peru)
Planner: Eduardo Grisolle (Y&R Peru)
Director: Ricardo Maldonado (Cinesetenta)
Sound Engineer: Ricardo Núñez (Vinylo Sound)
Media placement: Activation - 5 Main Streets Of Lima During Peak Hours. - 13.06.2009

Describe the objective of the promotion.
To introduce Speedy Móvil, the new mobile broadband service from Movistar (the leading cell phone company in Latin America) in the Peruvian market, through a live street-demonstration of the product's capabilites.

Describe how the promotion developed from concept to implementation
With a reduced budget for massive promotions, the election was to bring the concept “it’s fast, it’s mobile” onto the streets of Lima as real life activations, in the period of one week. We hired a troupe that, after many days of rehearsals and using techniques like Japanese Human Art, FlashMob and Black Box, could be able to display an array of infamous web content/web uses as only a fast, immediate broadband connection can offer -all done on the spot, taking advantage of the traffic lights and in a theatrical and funny way.

Describe the success of the promotion with both client and consumer including some quantifiable results
-National and even global repercussion that went beyond the very performances (due to video recordings that run on the web). -Top of mind awareness for a mobile internet device in Peru: 90% (Source: Ipsos Apoyo -biggest research company in Peru- post-evaluation Speedy Móvil campaign, September 2009). -76% more devices sold atop the original goals (Source: Telefonica Móviles, Movistar, Commercial Department, December 2009). -In 3 months, 15% market share; today 36%. (Source: Osiptel). -Wireless mobile internet penetration before the promotion was only 1% in Peru; after one year, it shows an increase of 60%, reaching 1,6% of the population. (Source: Osiptel).

Explain why the method of promotion was most relevant to the product or service
As being speedy and mobile are the key features of the product, instead of trying to meet clients in enclosed buildings we decided to promote and popularise the product in its natural ambient: the streets, making the product's movable condition visible and relevant. We got people to experience how fun, accesible and easy technology could be by humanising and theatricalising the benefits of having a fast and mobile internet weherever you go. This popular approach was paramount for a product that otherwise would be considered too upscale and inaccesible in a country where Internet penetration is still poor.