FACEMASK by Publicis Buenos Aires for Telefonica

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FACEMASK

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Industry Mobile Communications
Media Promo & PR
Market Argentina
Agency Publicis Buenos Aires
Art Director Fernando Errecaborde Agustín Ballerio
Copywriter Pablo Rotelli - Fernando Bozzoletti
Photographer Marcelo Orueta.
Account Supervisor Paula Santambroggio
Released August 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: TELEFONICA MOVILES
Product/Service: MOBILE PHONE SERVICE
Agency: PUBLICIS ARGENTINA
Date of First Appearance: Aug 3 2009 12:00AM
Entrant Company: PUBLICIS ARGENTINA, Buenos Aires, ARGENTINA
Chief Creative Officer: Diego Sánchez (Publicis Argentina)
Chief Creative Officer: Diego Livachoff (Publicis Argentina)
Art Director: Fernando Errecaborde (Publicis Argentina)
Copywriter: Fernando Bozzoletti (Publicis Argentina)
Photographer: Marcelo Orueta
Production Company: Manuel Rojas (Rojas S.A.)
Account Supervisor: Paula Santambroggio (Publicis Argentina)
Account Assistant: Tomás Fitz Simon (Publicis Argentina)
Media placement: Guerrilla On Subway - Subway Station Of Buenos Aires - 03-08-2010
Describe the objective of the promotion.
- Improve Movistar awareness. - Generate a funny aproach to potential clients. - Rise Consumption through a specific promotion.
Describe how the promotion developed from concept to implementation
The idea appeared since A-Flu (H1N1) covered all media news with recommendations and dutys to prevent the Influenza. So, if A-Flu transmission spread through the air, speaking and touching with people, we though it´d be an honest message for a Cell Company to say: "Please Don´t Speak" (better send a message.)
Describe the success of the promotion with both client and consumer including some quantifiable results
More than 22.000 Movistar sms packages were purchased in Capital Federal, Buenos Aires, during Guerrilla Facemask´s day on the subway station only. That means a rise of 10% more than regular days.
Explain why the method of promotion was most relevant to the product or service
Because Movistar was the only cell company that comunicated during this period, talking about A-Flu. So, in the place where everybody was afraid of getting A-Flu, Movistar gave out facemasks with an original message that made funnier the morning of thousands of Subway users.