RESEARCH FOR INSPIRATION
170 000 cutting edge & award winning commercials, with high quality playback & unlimited download option Get to know more about how Coloribus can help you!
Tricom: Peso
| See full size 1278x772 px | |
| Released: | June 2008 |
| Avertiser: | TRICOM |
| Brand name: | TRICOM RESIDENTIAL LINES |
| Agency: | OMD Dominicana |
| Country: | Dominican Republic |
| Category: |
Commercial public services
|
| Awards: |
Cannes Lions 2008 Media Silver
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Product and Service
Category: Commercial Public Services
Title: PESO
Advertiser/Client: TRICOM
Product/Service: TRICOM RESIDENTIAL LINES
Entrant Company, City: OMD DOMINICANA, Santo Domingo
Country: DOMINICAN REPUBLIC
Media/Advertising Agency, City: OMD DOMINICANA, Santo Domingo
Country: DOMINICAN REPUBLIC
2nd Media/Advertising Agency, City: PAGES BBDO, Santo Domingo
Country: DOMINICAN REPUBLIC
Category: Commercial Public Services
Title: PESO
Advertiser/Client: TRICOM
Product/Service: TRICOM RESIDENTIAL LINES
Entrant Company, City: OMD DOMINICANA, Santo Domingo
Country: DOMINICAN REPUBLIC
Media/Advertising Agency, City: OMD DOMINICANA, Santo Domingo
Country: DOMINICAN REPUBLIC
2nd Media/Advertising Agency, City: PAGES BBDO, Santo Domingo
Country: DOMINICAN REPUBLIC
Credit Details:
| Name | Position | Company |
| Rodolfo Borrell | VP General Creative Director | Pages BBDO |
| Willy Lion | Art Director | Pages BBDO |
| Rodolfo Borrell | Copywriter | Pages BBDO |
| Belkis De La Cruz | Media Director | Pages BBDO/OMD |
| Johnny Matos | Country Manager | OMD Dominicana |
| Raysa Coste | Account Director | Pages BBDO |
Innovative Media Strategy:
We had to promote Tricom's Residential Lines new low rate for calls made to the USA. Instead of using traditional media we decided to take the message and its value and put it in the hands of consumer, literally.
Creative Execution:
We took more than 150 thousand 1 peso coins and on a side put a sticker that read: "Start calling for less than this to the USA". We negotiated with different establishments and a major retail store that moved around 50 thousand people a day to put them and have them mixed with other coins and be given out randomly as loose change to customers at the registers.
Target Audience:
The advertising not only reached its target audience but moved around it as consumers kept paying with the coins. It also kept spreading virally from one hand to another, even reaching cities throughout other parts of the country. Background: The Dominican Republic is a country in the Caribbean with a population of 10 million people with more than 1.5 million Dominicans living abroad, 95% of them in the USA.
Effectiveness:
The media spoke about the way a telephone company narrowed the distance between loved ones abroad, generating free press. Tricom had a 58% increase in Residential Lines on its first month, compared to a 13% the year before. By the end of the year Residential Lines had grown 260%.