Telefonica DM A MESSAGE IN A BOTTLE by OgilvyOne Madrid

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Industry Telecommunications Services, Mobile Communications
Media Direct marketing
Market Spain
Agency OgilvyOne Madrid
Copywriter Mari Carmen Blanco
Account Supervisor Cristina Núñez
Released April 2009

Credits & Description

Category: Direct Response Digital: Other Digital Platforms to Harness Direct Marketing
Advertiser: TELEFÓNICA
Date of First Appearance: Apr 10 2009 12:00AM
Entry URL:
Creative Manager: Jesús Rasines (OgilvyOne Spain)
Creative Manager: Diego Gonzalez (OgilvyOne Spain)
Copywriter: Mari Carmen Blanco (OgilvyOne Spain)
Production: Cesar Checa (OgilvyOne Spain)
Account Manager: José Velasco (OgilvyOne Spain)
Account Supervisor: Cristina Nuñez (OgilvyOne Spain)
Media placement: Microsite - Internet - 10 May 2009
Media placement: Video - Internet - 10 May 2009
Media placement: Direct Marketing - Courier - 10 May 2009

Describe the brief/objective of the direct campaign.
Product or Service: Annual event with Telefónica's most valuable clients and clients with the greatest potential - called 48 hours with Telefónica; with the aim of consolidating Grupo Telefónica's image as a technological leader in possession of the innovative services necessary to constantly meet clients needs and expectations. • Aim: To invite clients to the event in a different and striking way, which would transcend the event's location and associate it with Telefónica's commitment to continue innovating, strengthening its image as a provider of global and complete ICT solutions. • Target: Telefónica group's highest level clients. Management team of Telefónica's Major Clients. Total: 600 attendees

Explain why the creative execution was relevant to the product or service.
To set ourselves a challenge that combined the telecommunications element with the forces of nature, in this case the sea and sea currents. Will we be able to throw a bottle into the high sea a few days before the event and have it arrive at the coast of Tarragona for the intended date? The only way of finding out is by following it in real time. We contacted oceanography experts to help us determine the place from where we should throw the bottle and we also included a GPS so that the invited clients could follow its progress in real time, via a map on our website.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To convey the main message of innovation, we decided to produce a creative initiative through an experiment which combined science (knowledge) and technology (the tool) A commitment to science: An oceanography expert from a Marine Institute was going to help us by using his scientific knowledge to determine where to throw the bottle in order for it to reach Tarragona A commitment to technology: A GPS inside the bottle allows us to see in real time, via the website, whether the bottle moved according to the scientist's predictions.

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.
At a quantitative level, the initiative went beyond the invited clients, receiving visits from other users across Spain and from other countries. The initiative received a response from 98% of the target audience who we contacted. Also, we had four times the anticipated number of repeat visits to the website. At a qualitative level, we were able to generate anticipation about the actual invitation to the event, maintaining its impact over a long period of time. Likewise, we received many congratulations from clients for its presentation and originality.