GLORIA = GLORY by Y&R Bogota for Telefonica

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GLORIA = GLORY

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Industry Telecommunications Services, Mobile Communications
Media Digital, Interactive & Mobile, Case study
Market Colombia
Agency Y&R Bogota
Executive Creative Director Jaime Duque, Rafael Barthaburu, Victor Osorio, Tito Chamorro, Julián Jaramillo
Creative Director Jorge Millán, Diego Suárez
Art Director Juan Otálora, Alirio Vargas, Alexánder Argüello, Alejandro Narvaez, Leonardo Carrasco, Johanna López
Copywriter Sergio Tenjo, Sebastián Sanchez, Jhon Meza
Released January 2012

Awards

One Show 2012
One Show Entertainment Events and Installations Merit

Credits & Description

Category: Best use of brand sponsorship integration (where there is no product overtly displayed in the film, show, event etc. but it is aligned to a brand message)
Advertiser: TELEFÓNICA TELECOM COLOMBIA
Product/Service: SPONSORSHIP OF THE NATIONAL SOCCER TEAM
Agency: Y&R COLOMBIA
Chief Creative Officer: Mauricio Rocha (Young & Rubicam Brands)
Executive Creative Director: Victor Osorio (Young & Rubicam Brands)
Executive Creative Director: Tito Chamorro (Young & Rubicam Brands)
Executive Creative Director: Julián Jaramillo (Young & Rubicam Brands)
Creative Director: Jorge Millán (Young & Rubicam Brands)
Creative Director: Diego Suárez (Young & Rubicam Brands)
Copywriter: Sergio Tenjo (Young & Rubicam Brands)
Copywriter: Sebastián Sánchez (Young & Rubicam Brands)
Copywriter: Jhon Meza (Young & Rubicam Brands)
Art Director: Johanna López (Young & Rubicam Brands)
Art Director: Alejandro Narváez (Young & Rubicam Brands)
Art Director: Leonardo Carrasco (Young & Rubicam Brands)
Art Director: Juan Otálora (Young & Rubicam Brands)
Art Director: Alirio Vargas (Young & Rubicam Brands)
Art Director: Alexánder Argüello (Young & Rubicam Brands)
Account Manager: Alvaro Dopico (Young & Rubicam Brands)
Account Executive: Juliana Vallejo (Young & Rubicam Brands)
Planner: Luis Fernando Dugand (Young & Rubicam Brands)
PR: María Fernanda Sánchez (Goma Eventos)
Media placement: TV Expectative - 4 Spots - RCN, Caracol & Youtube - 4 June 2011
Media placement: TV - Event - Mall "Gran Estación" - 11 June 2011
Media placement: TV Launch - 1 Spot - RCN, Caracol & Youtube - 21 June 2011
Media placement: Press - 5 Ads - Newspaper El Tiempo, Newspaper ADN - 21 June 2011
Media placement: Outdoor - 4 - Streets Of: Bogotá, Cali, Medellín, Bucaramanga And Barranquilla - 21 June 2011
Media placement: Radio - RCN Radio & Caracol Radio - 21 June 2011
Media placement: TV Sustainability - 1 Spot - RCN, Caracol & Youtube - 28 June 2011

Campaign Description
In 2011, Telecom Telefónica became the Colombian National Soccer team’s Official Sponsor. However, by that time, Colombians had stopped believing in their team. We needed to find a way to transmit a message of optimism and joy that let people know that Telefónica stood behind the team 100%.

Effectiveness
How did we go about it? By showing that Colombia is full of glory. Our campaign was based on the name Gloria: a common name in our country with magnificent connotation.
We put out the call to every woman in Colombia named Gloria for them to become heartfelt partners for the Colombian team, tap into their encouragement, and breathe hope into the entire country again.
We managed to attract over 15,000 Glorias, and produced media messages that turned our Glorias into virtual steam engines of optimism.

Implementation
We put out the call to every woman in Colombian name Gloria. For an entire day, the glory was theirs. These women showed their love and admiration for the newest generation of Colombian soccer players, and the whole country witnessed these glorious women coming together to form a unified symbol of unconditional support for our national team.
We were able to collect data on over 15,000 Glorias and create several mass media campaigns. Because of their media experiences, our Glorias turned into virtual steam engines of optimism.

Outcome
From their homes, neighbourhoods and offices, each and every one of these Glorias began to drive the optimism of the Colombian men around them. Our 'Gloria' video on YouTube turned into one of the most watched videos around the country. We managed to compile a database of over 15,000 women. Tickets for the U-20 Cup sold out. Our client, Telefonica, got over $150,000 in free press. Our concept got the Colombian people to connect with the Telefonica Telecom brand like never before, and all in the context of soccer.