Alcatel Digital, Case study The Phone Rang! by We Agency

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The Phone Rang!

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Industry Mobile phones, devices & accessories, Sports Teams & Events
Media Digital, Interactive & Mobile, Case study
Market Brazil
Agency We Agency
Art Director Leonardo Siqueira
Copywriter Paulo Maia
Released May 2017

Credits & Description

Media: Case Study
Campaing: THE PHONE RANG!
Client: Alcatel
Agency: Agência WE
Creative VP: Guy Costa
Creative Direction: Ricardo Sarno, Ana Castelo and Luis Constantino
Art Direction: Leonardo Siqueira
Copywriters: Paulo Maia
Digital Coordinator: Guilherme Pettine
Business Intelligence: Bruno Neves
Community Manager: Matheus Monteiro
Planning: Guilherme Pettine
Agency Accounts: José Boralli, Luana Tasco, José Eduardo Schwartsman and Fabiola Assad
Media: Fabio Rosinholi, Daniel Spinelli, Gabriela Pereira e Amanda Vansan
Client Approval: Fernando Pezzotti, Patricia Vital and Mariana Pacheco
Corinthians Partnership: Vinícius Azevedo e André
Synopsis:
Alcatel’s sponsorship of the Corinthians soccer club announced in Agência WE campaign
Player Rodriguinho stars in the action that announced the brand’s partnership with the famous club
To announce that Alcatel is the new sponsor of Sport Club Corinthians Paulista, Agência WE and the club’s marketing team created a campaign to announce the partnership between the cellular device manufacturer and one of Brazil’s most popular soccer clubs.
Corinthians player Rodriguinho was the star of the activation. During the press conference announcing the partnership, the athlete’s Alcatel smartphone rang, and his ringtone was the Corinthians’ club song. He interrupted one of the journalists and answered the call, subtly revealing that a reinforcement was about to arrive. When he hung up, journalists were on fire, asking questions about who the reinforcement was and if he was hinting about the team welcoming a new member. He didn’t give the news away completely, letting PR and viral waves of guessing take over the internet.
One simple phone call resulted in more than 165,000 interactions, comments and guesses about who the Corinthians’ new reinforcement might be. More than 30 specialized sports media channels covered the story, including the 3 biggest sports site in Brazil: GloboEsporte.com, UOL and Terra. Furthermore, the action was the most commented news that week on the Brazilian advertisement channel Adnews. Over 6,500,000 people were impacted on social media alone, and more than 10,000 new fans visited Alcatel’s official fanpage on Facebook in a single day. The action was so successful that Alcatel’s brand sponsorship was moved from the Corinthians jersey’s shoulders on to the back of Corinthians’ mantle.
Of the 165,000 interactions mentioned, 29.5% talked about their intention to acquire an Alcatel mobile phone similar to the one Rodriguinho answered at the press conference. In addition, an impressive 70% of the comments showed positive reactions to the brand.