Entel Pcs Promo, Case study PAINT YOUR FACE by OMD Santiago

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Chile
Agency OMD Santiago
Director Javier Henriquez
Released June 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: ENTEL PCS
Date of First Appearance: Jun 10 2009 12:00AM
Entrant Company: OMD CHILE, Santiago, CHILE
Director: Javier Henriquez (OMG Chile)
Supervisor: Carlos Avila (OMG Chile)
Media Manager: German Ausensi (Entel PCS)
Sales Manager: Alonso Muñoz (Publimetro)
Media placement: TV Campaign - Spots - TVN - 1 June 2009
Media placement: TV Campaign - Spots - UC13 - 1 June 2009
Media placement: TV Campaign - Spots - MEGA - 1 June 2009
Media placement: TV Campaign - Spots - CHV - 1 June 2009
Media placement: TV Campaign - Spots - TELECANAL - 1 June 2009
Media placement: TV Campaign - Spots - RED - 1 June 2009

Results and Effectiveness
TOM (Top of Mind) results increased 25% and reached 25 points, which was deemed a success. These results were directly attributed to the communicational effect of the campaign “Official Fan of the National Team.”

Creative Execution
One of the typical ways in which true fans support the national team is by painting their faces with the colours of the flag. For this reason, we decided to give paint samples of these colours through the free newspaper with largest circulation in the country. In addition to this, the front page of the newspaper had the headline “Go Chile”, which invited people to be official fans along with Entel PCS. Before the match, there was a special distribution made by product promoters who wore the aforementioned front page on their backs and gave away the paint. The distribution took place in the surroundings of the stadium as well as places where people gathered.

Insights, Strategy & the Idea
Take advantage of the enthusiasm generated in Chile by the positive participation of the national football team during the 2010 South Africa World Cup qualification competition. In doing so, we wanted to promote the relationship between our brand and the football world and its fans so that Entel PCS could be recognised as the official fan of the national team.