GLORIA = GLORY by Y&R Bogota for Telefonica

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GLORIA = GLORY

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Industry Sports Teams & Events, Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
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 June 2011

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: TELEFÓNICA TELECOM COLOMBIA
Product/Service: SPONSORSHIP OF THE NATIONAL SOCCER TEAM
Agency: Y&R COLOMBIA
Chief Creative Officer: Mauricio Rocha (Y&R Brands)
Executive Creative Director: Victor Osorio (Y&R Brands)
Executive Creative Director: Tito Chamorro (Y&R Brands)
Executive Creative Director: Julián Jaramillo (Y&R Brands)
Creative Director: Jorge Millán (Y&R Brands)
Creative Director: Diego Suárez (Y&R Brands)
Copywriter: Sergio Tenjo (Y&R Brands)
Copywriter: Sebastián Sánchez (Y&R Brands)
Copywriter: Jhon Meza (Y&R Brands)
Art Director: Johanna López (Y&R Brands)
Art Director: Alejandro Narváez (Y&R Brands)
Art Director: Leonardo Carrasco (Y&R Brands)
Art Director: Juan Otálora (Y&R Brands)
Art Director: Alirio Vargas (Y&R Brands)
Art Director: Alexánder Argüello (Y&R Brands)
Account Manager: Alvaro Dopico (Y&R Brands)
Account Executive: Juliana Vallejo (Y&R Brands)
Planner: Luis Fernando Dugand (Y&R Brands)
Public Relations: 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

Describe the objective of the promotion.
In 2011, Telefónica became the Colombian National Soccer team’s Official Sponsor. But 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%.

Describe how the promotion developed from concept to implementation.
'This country is full of Glory'. Our campaign was based on the name 'Gloria': a common name in our country with magnificent connotations. We put out the call to every woman in Colombia named 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.

Explain why the method of promotion was most relevant to the product or service.
It was not a common promo: We offer to each Gloria to be part of a 'symbolic sponsorship', and we invited them to help to us make a massive campaign. In this way, she was effectively motivated for the purpose of the idea. We give them an 'sponsorship card' that identifies each one of these Glorias as an 'unconditional supporter' of the team.

Describe the success of the promotion with both client and consumer including some quantifiable results.
From their homes, neighborhoods 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.