T-Mobile Promo, Case study THE LONGEST CALL EVER by Conill Advertising Los Angeles

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Industry Telecommunications Services
Media Promo & PR, Case study
Market United States
Agency Conill Advertising Los Angeles
Creative Director Marcos Calandrelli
Art Director Hernán Ibañez
Copywriter Benjamín Levy
Released November 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: T-MOBILE
Date of First Appearance: Nov 3 2010
Entrant Company: CONILL SAATCHI & SAATCHI, Torrance, USA
Senior Vice President/Chief Creative Officer: Pablo Buffagni (Conill)
Vice President/Media Director: Rob Spallone (Conill)
Vice President/Creative Director: Mario Granatur (Conill)
Creative Director: Marcos Calandrelli (Conill)
Art Director: Hernán Ibáñez (Conill)
Copywriter: Benjamín Levy (Conill)
Agency Producer: Allan Rivera (Conill)
Senior Marketing Manager, Hispanic Marketing: Ximena Cuevas (TMO)
Director, Hispanic Segment: Mark Stockdale (TMO)
Media placement: TV Spots (Opening-Closing) For Several Episodes Including Season Finale - Univision Network - 11/3/10

Insights, Strategy & the Idea
The insight that sparked this execution, “people love to talk about soap operas,” was a great trigger to produce work based on the overarching strategy that T-Mobile brings people together and helps them share their lives with family and friends.
In the U.S. Hispanic market, soap operas are typically the highest-rated programs.

Creative Execution
We took advantage of an opening and closing sponsorship opportunity to present several episodes as if they were being told as stories over the phone. To accomplish this, Univision provided the scripts of the episodes before it aired. The agency then added an audio track to pre-recorded video of a woman talking to someone (her aunt) on the phone. The narrative of the opening integration set-up what was to come in the first minutes of the show and the closing integration summarized the ending.
In addition to the integrations, the campaign included exclusive content to T-Mobile clients, who were able to watch full episodes of the soap opera at the website and on their mobile phones. They also had access to "behind the scenes" material and selected scenes of the soap opera.

Results and Effectiveness
Total: 17,752,000 Impressions Avg Rating: 9.45 - Source: Nielsen PL
The sponsorship delivered high impact, engaged consumers and increased T-Mobile’s brand awareness. T-Mobile was also the category exclusive sponsor of Eva Luna's full episode Video On Demand streaming.
The T-Mobile internet branded channel generated over 3.4MM page views and over 200K video plays.
During the airing period,
* Unaided Awareness went from 71% to 75%
* Familiarity went from 40% to 62%
* Consideration went from 38% to 42%

Source: TMO Brand Tracker