Telefonica Promo, Case study ENERGY by McCann Madrid


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Industry Telecommunications Services
Media Promo & PR, Case study
Market Spain
Agency McCann Madrid
Director Pablo Guarnaccia
Executive Creative Director Ricard Figueras, Santiago Lucero, Leandro Raposo, Pablo Stricker, Monica Moro, Pablo Colonnese
Art Director Eduardo Hernández-Vicario
Copywriter Ander Mendivil
Producer Nuria Gimpera, Julio Carbocci
Released March 2011

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: TELEFÓNICA
Product/Service: IMAGENIO
Date of First Appearance: Mar 1 2011
Entrant Company: McCANN ERICKSON, Madrid, SPAIN
Entry URL:
Chief Creative Officer: Leandro Raposo (McCann Erickson)
Executive Creative Director: Monica Moro/Pablo Colonnese (McCann Erickson)
Copywriter: Ander Mendivil (McCann Erickson)
Art Director: Eduardo Hernandez (McCann Erickson)
Agency Producer: Luis Felipe Moreno (McCann Erickson)
Account Team: Carmen Marfil/Magdalena Calonje (McCann Erickson)
Director: Pablo Guarnaccia
Producer: Nuria Gimpera/Julio Carbocci
Media placement: Internet - Msn, Youtube, Yahoo,,, Facebook, Tuenti, Twitter - 11 April 2011
Media placement: Tve - Antena 3, Eurosport, Tele5, La Siete - 11 April 2011

Insights, Strategy & the Idea
Football being a sport that moves passions and also with it being the main driver of subscriptions to Movistar Imagenio, we proposed an action that would enable us to generate a real experience for users and which, in turn, could be enjoyed and shared among all those who are thrilled by football.
With this action, the emotion and the energy generated during a football match served to enable the inhabitants of a tiny village to experience the same thrill and energy as they watched the football.
We used the stadium and the village as the media, creating a unique experience.

Creative Execution
The whole of this action had to ensure continuity and serve to transfer the brand values beyond the exact moment when the action took place, so we proposed shooting it so that it would also give us mileage in audiovisual media. In this way, we got even more people to share that unique moment in both the stadium and the village square, lending empathy and friendliness to a brand like Movistar, unused to this type of actions.

Results and Effectiveness
The media objectives initially proposed for the action were amply exceeded; in the 3 weeks following the launch of the making of there were more than 2,178,000 contacts in media well over the 100,000 views set as the objective at the outset.
The action includes a Rich Media element which for the first time allows users to interact with the brand and among themselves via Twitter from the element panel on the Home page of an online daily. The economic return on the action has been almost 7 times the investment assigned to media and animation.