FiberTel Promo, Case study GET GROOMED by Don

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Industry Internet Service Providers, Website
Media Promo & PR, Case study
Market Argentina
Agency Don
Executive Creative Director Roberto Leston - Martin Garrocho
Art Director Mariano Gamba, Diego Castillo - Celeste Dalairac
Copywriter Federico Diaz, Juan Rezzonico
Account Supervisor Pablo Ajuria
Released May 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: FIBERTEL
Product/Service: INTERNET SERVICE
Agency: DON
Date of First Appearance: May 17 2010
Entrant Company: DON, Buenos Aires, ARGENTINA
Chief Creative Officer: Papon Ricciarelli (Don)
Executive Creative Director: Roberto Lestón (Don)
Copywriter: Juan Rezzónico/Federico Díaz (Don)
Art Director: Celeste Dalairac/Mariano Gamba (Don)
Account Supervisor: Pablo Ajuria (Don)
Account Manager: Meliton Detomasi (Don)
Media placement: Internet Film - YouTube, Facebook, Vimeo. - 17 may 2010

Insights, Strategy & the Idea
Fibertel is the pioneering broadband Internet service company in Argentina and is considered the market leader in its segment, both by its users and non-users.
Fibertel’s objective was to continue strengthening the bond with teenagers, the main users of the service.
A quite relevant and highly valuable insight was identified for the target such as the importance and relevance of the picture each user post on his social network profile.
Many youngsters are not satisfied with their profile pictures, which acts as a presentation letter to interact with other people. Therefore, Fibertel offered them a tool to be more successful.

Creative Execution
Photo studios were set up so that people could enhance their profile picture having a professional one. These photo studios were placed on the most relevant city spots for the target audience, and went round the city looking for further people. On www.ponetelindo.com, apart from being able to download pictures, an online application was made available so that everyone could have their professional profile picture.
The campaign execution consisted of a viral video and its corresponding mass TV teaser, newspaper print-ads and radio. On the digital side, it was spread along search engines, blogs and different communities, together with a banners campaign.

Results and Effectiveness
The action was carried out during 15 days, in this short period the outcome exceeded expected results:
• 9,615 people visited the photo studios with an average stay-time of 7 minutes.
• 125,032 people visited the site, with an average stay-time of 3 minutes
• Over 23,000 people changed their profile pictures.
• 7,600 new friends were gathered on Fibertel’s fanpage.
• 18,000 people watched the viral video on Youtube.
• The action had such repercussions that it was picked up by the two most relevant newspapers in the country and reproduced in hundreds of media spontaneously.