RELOAD by OMD Dominicana, Pages BBDO Santo Domingo for Tricom

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RELOAD

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Industry Internet Service Providers, Telecommunications Services
Media Direct marketing
Market Dominican Republic
Agency OMD Dominicana
Agency Pages BBDO Santo Domingo
Released October 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: TRICOM
Product/Service: BROADBAND INTERNET
Agency: PAGÉS BBDO
Agency: OMD DOMINICANA
Date of First Appearance: Oct 11 2009 12:00AM
Entrant Company: PAGÉS BBDO, Santo Domingo, DOMINICAN REPUBLIC
Vice President/General Creative Director: Rodolfo Borrell (Pages BBDO)
Head of Art: Miguel Peña (Pages BBDO)
Senior Copy: Igor Ruiz (Pages BBDO)
Chief Editor: Abby Comas (Pages BBDO)
Account Executive: Jenny Ovalles (Pages BBDO)
Account Director: Carmen de los Santos (Pages BBDO)
Media Supervisor: Yady Mejía (OMD Dominicana)
Media placement: Cinema - Movie Theatere Naco - 10 Oct. 2009

Describe the brief/objective of the direct campaign.
Tricom wanted to relaunch their new speed Internet Connection. To do this, we used movie theatres to direct a simple but striking idea on a captive and younger audience, since they are the ones who in the end make the decision of which Internet provider is used in their houses. We wanted to make sure that Tricom stayed at their top of mind as the fastest Internet connection while persuading them to request the service.

Explain why the creative execution was relevant to the product or service.
Our creative solution relates to our target directly, which uses the Internet to download movies, music or watch streaming videos. These people need a fast, reliable connection that doesn't interrupt what they're watching. Our action was a direct reflection of the frustration they experience surfing the web on a slow Internet connection, while at the same time giving them the perfect solution to this problem, by changing their Internet connection to Tricom's. Our action was placed where an ad had never appeared before while using the movie's content to communicate our message.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We placed an ad in cinemas using the beginning of each movie. When the production house intro appeared the animation froze several times, like it was being watched on a slow Internet connection. After, a cursor appeared and minimised the window revealing a YouTube-style screen with the title of the movie they were about to see. This window was minimised to a computer desktop where Tricom's Broadband Internet was searched. After connecting, the cursor went back to the movie and it uploaded instantly. The cursor clicked on play and the real movie finally started without interruptions.

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.
Our action created immediate buzz in Twitter and other social networks, creating word of mouth that the movie theatres were using the Internet to show their movies and by default it was Tricom's connection being used. We gave out flyers at the end of each movie promoting Tricom's Internet, which could be used as coupons to install the service. Many people approached us, making Tricom's Internet division grow by 36% during 2009.