Telefonica Promo, Case study SPEEDY 2.0 by Mindshare Buenos Aires

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Argentina
Agency Mindshare Buenos Aires
Released June 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: TELEFÓNICA
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: MINDSHARE , Buenos Aires, ARGENTINA
Entertainment Director: Adriana Vigil (GroupM)
Digital Coordinator: Andres Iglesias (Mindshare)
Coordinator: Romina Furci (Mindshare)
Digital: Valeria Amerio (Mindshare)
Entertainment Assistant: Laura di Renzo (GroupM)
Media placement: Internet - - 07/07/2009
Media placement: Internet - Google Video - 07/07/2009
Media placement: Internet - - 07/07/2009

Results and Effectiveness
The microsite records: -99,084 unique visitors -113,054 visits -380,243 page views We made a campaign on MSN and Google Video. Together they generated more than 167.000 clicks to the website (150,000 Google and MSN 17,000). Through Google Video, we broadcast more than 197,000 views. In the last weeks of campaign, the website got the top post of the week award in Taringa (the biggest bookmarking and sharing content site in Argentina). More than 413 videos and photos have been uploaded to the website. During the second half of 2009, once the “Speedy 2.0” campaign ended, the amount of connections increased by 8%.

Creative Execution
We produced 8 webisodes, coinciding with that time of the year where the TV show was in recess. These were the first new chapters of the year 2009 after several months of being off air. Gary introduced in each chapter, all kinds of oddities found on the web and invited the users to upload their own videos, and photos in order to make a real 2.0 experience. As Gary said: “Do it the way I do and join the 2.0 world” To reinforce the action and make it grow, we placed viral content on 2.0 platforms like Facebook, blogs, MSN Video, YouTube and Taringa.

Insights, Strategy & the Idea
In Argentina, the broadband market is very competitive, but none of the players offers differential features (all the services are the same). The only way of making a difference is achieving a good positioning among users. The Speedy´s aim is to generate more clients, and we should contribute creating empathy among users. The target is young people that appreciate their home Internet connections because they wish to be on line all the time, to upload, to share and to download contents in an easy and fast way. We know that they wish to participate actively with all web contents. With this insight we aim at generating an attractive content for users, The key was to find and associate ourselves with the most respectful celebrity in our country within this 2.0 world: Diego Capussotto. He was born as an actor in TV, but his videos became famous on the web.