Nextel Case study LITTLE PRIPS! by Madre

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LITTLE PRIPS!

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Industry Telecommunications Services
Media Case study
Market Argentina
Agency Madre
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: NEXTEL COMMUNICATIONS ARGENTINA
Product/Service: NEXTEL
Agency: MADRE
Date of First Appearance: Nov 16 2010
Entry URL: http://prips.com.ar/
Agency: (Madre)
Creative Director: (Madre)
Copywriter: (Madre)
Art Director: (Madre)
Agency Producer: (Madre)
Planner: (Madre)
Media placement: TV - CANAL 13, AMERICA, CANAL 9 - 17/05/10
Media placement: ON LINE - WEB - 17/11/10
Media placement: ON LINE - BANNERS - 17/11/10
Media placement: SOCIAL MEDIA - FACEBOOK & TWITTER - 10/05/10
Media placement: PRINT - MAGAZINES - 10/03/10
Media placement: OUTDOOR - BILLBOARDS - 10/03.10

Describe the campaign/entry
Nextel is a cellphone brand that differentiates from the rest in that it provides radio service, a characteristic that makes it special to work and therefore a little boring and not very sexy. The idea was to do the contrary. So we used something very characteristic of the brand, the Prip! sound and linked it to success. That is how the slogan was born: Prip, the sound of success! The aim was to make people associate Prip! with success, as they associate a drum roll with something good that is about to happen. We call this Adssociation.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign was launched in this order: first the TV commercials; then graphic and billboard advertising. This led to high traffic on the Website specially designed for this campaign.
At the same time, back on the streets, the Nextel devices kept ringing once and again, as if every person was a mobile advertisement.

Give some idea of how successful this campaign/entry was with both client and consumer
85% of the people recognized the commercials as a Nextel campaign.
That means that 85% of the people associated Prip! with a moment of success. The prip sound became sexier and more modern than the Nextel device itself. This resulted in young people approaching the brand.
Nextel had the best two years in its history in Argentina, and is now redefining the sales force to meet a whole new audience that is attracted by Prip! Not only younger people chose Nextel but also all sorts of entrepreneurs that thought Nextel wasn't for them. Prip! was definitely for them.