KEEPING SCORE ON YOUR MOBILE PHONE by OMD Santiago for Entel Pcs

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KEEPING SCORE ON YOUR MOBILE PHONE

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Industry Telecommunications Services, Mobile Communications
Media Promo & PR, Case study
Market Chile
Agency OMD Santiago
Director Javier Henriquez, Roberto Poblete
Released February 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: ENTEL
Product/Service: ENTEL MOBILE
Date of First Appearance: Feb 7 2011
Entrant Company: OMD CHILE, Santiago, CHILE
Entry URL: http://www.elhincha.cl
Superviser: Carlos Avila (OMG)
Director: Roberto Poblete (OMG Digital)
Director: Javier Henriquez (OMG)
Planner: Felipe Faundez (OMG)
Planner: Johanna Encina (OMG)
Media placement: internet 100 banners - google-twitter-futbolchileno-fotolog-blogger - 07.feb.2011

Insights, Strategy & the Idea
Increase by 10% number of subscribers to “Alerta de Goles” (Goals Alert) telecommunications company ENTEL's iconic plan, jointly carried out with Canal del Fútbol” (CDF) (soccer channel) exclusive owners of TV broadcasts of local soccer matches.
Insight: “Soccer is my passion….can't wait for the news program to see the goals”
Maximise, in REAL time, the possibility of watching soccer goals on video, wherever the user may be, without him having to wait and see the goals on the regular news broadcast on TV, unless he happens to be a subscriber to the premium (paid) CDF signal.

Creative Execution
We made use of ENTEL's Twitter account (@_hincha) as a source of information on the goals at the exact moment when they were being scored and linked them dynamically to Google's content network to make them available to thousands of users, in hundreds of places, beyond the brand's followers.
Google network's banners gathered the brand's tweets with the goals information, with instant updating, inviting people to subscribe to the video service and/or to become followers of the brand to enable them to keep on receiving tweets about the goals.

Results and Effectiveness
During the first month we exceeded quota forecast of subscribers to CDF Premium by 23%

Goals via Tweeter + Google refresh the way in which a brand relates with soccer and fans.

We gave customers another reason for remaining loyal to ENTEL.