Gol Promo, Case study CHRISTMAS IS TO FORGIVE by Doctor Kimble

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CHRISTMAS IS TO FORGIVE

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Spain
Agency Doctor Kimble
Executive Creative Director Nacho Esteire, Jose Pablo Rodriguez
Released December 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: GOL TELEVISION
Product/Service: ON LINE CHRISTMAS GREETINGS
Agency: DOCTOR KIMBLE
Executive Creative Director: Pablo Rodriguez (Doctor Kimble)
Executive Creative Director: Nacho Esteire (Doctor Kimble)
Media placement: Digital PR - Facebook - 22 December 2011

Summary of the Campaign
Christmas is for forgiving the Facebook friends you ignore.

The Challenge:
This Christmas Gol TELEVISIÓN (TV pay-per-view) wanted to say Merry Christmas to all their subscribers in a cheap, different and modern way.

The Idea:
We used the most popular social media site: Facebook. Christmas is the time to say yes to those you say no to on Facebook. Christmas is a time to accept those friends that asked for your friendship through Facebook, but have not been accepted yet. Forget about the small differences that separate you and accept their friend request.

This is the Christmas Spirit – Merry Christmas!


The Execution:
We sent an email to all Gol Television subscribers. When the subscribers clicked the link on the email they were directed to their Facebook profile. There they were able to see their friend requests. They clicked confirm and became friends. They were then sent a text congratulating them for having more friends.

Results:
Gol TELEVISION received thousands of emails telling them how nice and different this year’s greeting card was. This special greeting card was talked about in newspapers, on the news, in TV programmes and on online blogs.

The Situation
Gol Television wants to say Merry Christmas to all their subscribers.

But they don´t want to do it in a traditional way.

They want some thing different.

The Goal
Objetives: Say Merry Christmas to all the Gol Televisión subscribers and use our greeting card to say Merry Christmas to all their friends too.

We used the friend request option on Facebook to reach our objective.

The Strategy
We used the most popular social media site: Facebook.

Christmas is the time to say yes to those you say no to on Facebook.

Christmas is a time to accept those friends that asked for your friendship through Facebook, but have not been accepted yet.

Forget about the small differences that separate you and accept their friend request.

This is the Christmas spirit – Merry Christmas!

Execution
1. We sent an email to all Gol Television subscribers.
2. When the subscribers clicked the link on the email, they were directed to their Facebook profile. There they were able to see their friend requests. They clicked 'confirm' and became friends.
3. They were then sent a text congratulating them for having more friends.

Documented Results
Gol Televisión recieved more than 183.000 emails telling them how nice and different was this year gretting card ( They only have 40.000 on their fanpage) 3 Different newspaperss, 3 Tv Channels, 4 TV Shows and more than 100 bloggers speak about the action. It became Trending Topic. The awareness of the brand increase in 30%