CHEAPEST CELEBRITY CAMPAIGN EVER by P4 Ogilvy Panama for Digicel Telecomunications

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CHEAPEST CELEBRITY CAMPAIGN EVER

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Panama
Agency P4 Ogilvy Panama
Art Director Edmar Quiroz Roberto Perez
Released October 2009

Credits & Description

Category: Best Use of Television
Advertiser: DIGICEL
Product/Service: TELECOMMUNICATIONS PROVIDER
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: PUBLICUATRO OGILVY, Panama City, PANAMA
Vice President Director Creative: Edwin Mon (P4 Ogilvy)
Director Creative: Jonathan Lasso Rocha (P4 Ogilvy)
Director Executive: Liseth Fong (P4 Ogilvy)
Director Marketing: Mara Samniego (Digicel Panama)
Art Director: Roberto Perez (P4 Ogilvy Ogilvy)
Media Planner: Nansuma (P4 Ogilvy Ogilvy)
Media placement: Television - TVN, Telemetro, RPC - 1 Oct. 2009

Results and Effectiveness
We escaped channel surfing. We optimised budget investment and impact. We achieved 20% of the market share and high T.O.M. in less than 9 months. And the best thing of all, we used many world class starlets without spending a single cent.

Creative Execution
We took advantage of local networks prime time movies and series in an intrusive way and made them part of our signal coverage campaign, without bothering viewers. Under the concept ¨Digicel, The Signal That Finds You¨. An icon that physically represented Digicel´s signal was developed. An ilustrated hand would show up and point at the actor when he or she were receiving a call.

Insights, Strategy & the Idea
After 9 months in the market, Digicel needed to consolidate their image as a full service mobile phone operator to the whole country.