Movistar Print BABIES by Y&R Bogota

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BABIES

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Industry Telecommunications Services
Media Print, Magazine & Newspaper
Market Colombia
Agency Y&R Bogota
Creative Director Juan Camilo Valdivieso - Jorge Millan
Art Director Leonardo Gomez, Irene Cruz, Gerardo Torres, Maria Fernanda Pinzon, Jaime Duque - Oscar Muñoz, Juan Sebastian Otoya
Released July 2011

Credits & Description

Category: Commercial Public Services Incl. Healthcare & Medical
Advertiser: MOVISTAR
Product/Service: MOVISTAR
Agency: Y&R COLOMBIA
Chief Creative: Mauricio Rocha (Young & Rubicam)
General Creative Director: Tito Chamorro (Young & Rubicam)
General Creative Director: Victor Osorio (Young & Rubicam)
General Creative Director: Julian Jaramillo (Young & Rubicam)
Creative Director: Juan Camilo Valdivieso (Young & Rubicam)
Creative Director: Oscar Muñoz (Young & Rubicam)
Copy: Juan Camilo Valdivieso (Young & Rubicam)
Copy: Andres Celis (Young & Rubicam)
Copy: Julian Nuñez (Young & Rubicam)
Copy: Miguel Giraldo (Young & Rubicam)
Art Director: Oscar Muñoz (Young & Rubicam)
Art Director: Maria Fernanda Pinzon (Young & Rubicam)
Art Director: Sebastian Otoya (Young & Rubicam)
Art Director: Gerardo Torres (Young & Rubicam)
Art Director: Irene Cruz (Young & Rubicam)
Art Director: Leonardo Gomez (Young & Rubicam)
Media placement: Ambient - Hospitals - 29 July 2011

Describe the objective of the promotion.
On July 29th 2011, mobile phone number portability arrived in Colombia. On that day, mobile phone customers took their phone numbers away from the control of the mobile telephone companies.

Describe how the promotion developed from concept to implementation.
When mobile phone number portability was created in Colombia on July 29th, 2,200 babies were also born on the same day. These July-29th newborns were the very first babies to get a lifetime mobile number from Movistar, so they can go on to share all the best moments of their lives.

Explain why the method of promotion was most relevant to the product or service.
We made quite a stir in the news and created a social-media buzz. Hundred of stories of babies born that day were uploaded onto Movistar’s fan page.

Describe the success of the promotion with both client and consumer including some quantifiable results.
During the campaign’s first week, over 1,000 users switched their mobile phone line over to Movistar.