T-Mobile Promo, Case study WHERE'S THE REPORTER? by Conill Advertising Los Angeles

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Industry Telecommunications Services, Mobile Communications
Media Promo & PR, Case study
Market United States
Agency Conill Advertising Los Angeles
Associate Creative Director Aida Roman
Creative Director Mario Granatur
Art Director Hernán Ibañez
Account Supervisor Sujei Sierra
Released November 2009

Credits & Description

Category: Best Use of Television
Advertiser: T-MOBILE USA
Date of First Appearance: Nov 29 2009 12:00AM
Entrant Company: CONILL SAATCHI & SAATCHI, Torrance, USA
General Creative Director: Pablo Buffagni (Conill Saatchi & Saatchi)
Creative Director: Mario Granatur (Conill Saatchi & Saatchi)
Account Supervisor: Sujei Sierra (Conill Saatchi & Saatchi)
Account Executive: Annalise Rodli (Conill Saatchi & Saatchi)
Media Broadcast Director: Mariana Mero (Conill Saatchi & Saatchi)
Media Director: Rob Spallone (Conill Saatchi & Saatchi)
Senior Marketing Manager, Hispanic Marketing: Ximena Cuevas (T-Mobile USA)
Media Manager: Tim Switzer (T-Mobile USA)
Media Buyer: Ryan Gallacher (Conill Saatchi & Saatchi)
Media Supervisor: Thelma Ajawara (Conill Saatchi & Saatchi)
Associate Creative Director: Aida Roman (Conill Saatchi & Saatchi)
Director of Production Services: Lourdes Caballero (Conill Saatchi & Saatchi)
Art Director: Hernán Ibañez (Conill Saatchi & Saatchi)
Director, Hispanic Market: Mark Stockdale (T-Mobile USA)
Director Branded Entertainment & Media Management: Brett Dennis (T-Mobile USA)
Associate Strategic Planning Director: Amanda Vickers (Conill Saatchi & Saatchi)
Director of Client Services: Cilmara Santos (Conill Saatchi & Saatchi)
General Manager: Ana Rodríguez (Conill Saatchi & Saatchi)
Managing Partner: Carlos Martínez (Conill Saatchi & Saatchi)
Media placement: TV Integrations - ESPN DEPORTES - 20 NOV 2009
Results and Effectiveness
The integration was part of a campaign that achieved positive results across the board, from T-Mobile’s top purchase funnel metric to important imagery associations. When comparing the time period prior to the integration (Nov ’08-Oct ’09) to the time period during which the integration took place (Nov ’09-Mar ’10), the results show that:•T-Mobile's key purchase funnel metric, Unaided Awareness, jumped 11% among soccer fans (from 60.9% to 67.4%). •Now, over four-in-ten soccer fans view T-Mobile as ‘the leader in the wireless industry’ (up 12%, from 37.9% to 42.5%). •About half of soccer fans view the T-Mobile brand as ‘trustworthy’ (up 8%, from 44.8% to 48.3%).
Creative Execution
The Spanish Soccer League is followed by a large amount of Latin fans in the US. ESPN broadcasts the games live from Spain and they have a Sideline Reporter on the field in Spain who collaborates with the narrators located in the US. We had the chance to sponsor that segment. But the property didn't originally include video, you could hear the reporter’s comments about the game but you could never see him. So we proposed ESPN to play with the magic of TV and create the video ourselves. We decided to put a face to that voice by shooting a man with a phone coming out from under the grass on the side of the field. When played in sync, we created the illusion that our reporter was following the game really closely, anchoring the message with the concept that T-Mobile is really close to soccer.
Insights, Strategy & the Idea
The objective was to increase consideration by leveraging T-Mobile’s association with football (soccer) leading up to the 2010 World Cup. T-Mobile brings close people closer and we know that nothing brings Latinos closer together than football (soccer). So we want to unite Latinos & T-Mobile by becoming the wireless brand synonymous with soccer.