Open Mobile Promo, Case study SAVE BY THE CALL by De La Cruz/ DLC San Juan

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Industry Mobile Communications
Media Promo & PR, Case study
Market Puerto Rico
Agency De La Cruz/ DLC San Juan
Executive Creative Director Rafael Sepulveda
Art Director Pedro Vergé
Copywriter Daniel Roman
Producer Carlos Escriva
Released October 2011

Credits & Description

Category: Celebrity Endorsement
Advertiser: OPEN MOBILE
Product/Service: OPEN MOBILE
Executive Creative Director: Rafael Sepúlveda (De La Cruz / Ogilvy)
Art Director: Pedro Vergé (De La Cruz / Ogilvy)
Copywriter: Daniel Román (De La Cruz / Ogilvy)
Account Director: Alba López (De La Cruz / Ogilvy)
Account Executive: Eric Freytes (De La Cruz / Ogilvy)
Production Coordinator: Marie Otero (The Blue Room)
Producer: Carlos Escrivá (The Blue Room)
Music Designer: Luis Romero (De La Cruz / Ogilvy)
Media placement: Digital PR - - 1 October 2011
Media placement: Digital PR - - 1 October 2011
Media placement: Consumer PR - La Mega, Radio Station - 1 October 2011

Summary of the Campaign
On April 16, 2011 the Puerto Rican boxing champion Juanma López risked his undefeated record and world title against mexican Orlando Salido. In front of his people and in a crowded stadium, surprisingly, Juanma was knocked out in the 8th round. In a country where boxing is the equivalent of football for the rest of the world, this was a hard blow and even harder for Open Mobile, his main sponsor.

Months after his first defeat, Juanma decided to return to the ring among the skeptical opinions of press and fans. Once again Open Mobile believed in him.

Since most sport fans consider themselves experts and aren’t afraid to express it, our strategy consisted in giving them the opportunity, for the first time, to be a part of their favourite athlete’s training.

We provided a phone number so that fans could call Juanma 24 hours a day and leave him a message with their tips on what he should do to win his new fight.

Juanma listened to the messages during his training, on his way to the ring, and as inspiration and guidance during the actual combat.

This entry is appropriate to PR Lions because by endorsing Juanma we are promoting sports and an active lifestyle throughout the community. Also, this idea gave people the opportunity to reach their champion, something that wouldn't be possible otherwise, which is a key PR element.

The Situation

Open Mobile is a Puerto Rican internet and phone service provider that has a great commitment with the Island. It is more than just a company, it is the liaison between Puerto Rico and its people. Open Mobile believes in open relationships and the power of a great connection.

Open Mobile is known for sponsoring Juanma López, a Puerto Rican boxer that was regarded as the next champion. Unfortunately ,he faced his first loss after a very strong combat with fighter Salido. Nevertheless, the company believed in him again when he decided to return to the ring and wanted to let him know his whole country believed in him also through this campaign.

The Goal
The goal of this campaign was to create a bond between the people and the brand through a boxing event that represented the comeback of not one boxer, but a nation.

This campaign had one public: the people that were on Juanma’s corner with their wise advice.

To achieve the goal Open Mobile took advantage of this insight: in Puerto Rico people coach boxers through the TV sets while they’re watching the fights. So, Open Mobile gave fans the chance to really train Juanma previous to his comeback fight through their phones, something that has never been done before by any company.

The Strategy
To obtain the publicity the company needed, the Agency communicated to the people how they could become Juanma’s trainers just by using their phones and calling a predetermined number.

The Agency created TV, print and outdoor ads to let people know about how they could become Juanma’s trainers for his then upcoming fight with Salido.

The Agency received the calls with the tips to win the fight and an audio editor created a special compilation in mp3 format. These audio files were sent to Juanma and he listened to them while training to get pumped up.

The day of the actual fight, Juanma walked to the ring while everyone listened for the first time to some of the tips provided by the fans.

After Juanma knocked his opponent out, he immediately got his Open Mobile phone and thanked all the fans that were on his corner. After that, he thanked the company for all its support and for letting him have the honor of having a whole country as part of his training team.

Documented Results
In just 3 weeks more than 10,000 calls were received.

Local media coverage was everywhere.

Sports blogs, Facebook and Twitter came alive with commentaries.

More than 1m Puerto Ricans watched the fight on the Island and
another million in the US.

And Juanma got back to his winning ways. Thanks to his fans and to the Mobile phone company that believes any call can change history.