Telmex Promo HIGH SPEEDS by J. Walter Thompson Bogota

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HIGH SPEEDS

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Industry Internet Service Providers
Media Promo & PR
Market Colombia
Agency J. Walter Thompson Bogota
Creative Director Alirio Ardila
Art Director Jorge Jimenez, Diego Durán. Mario León. Juan Carlos Espitia.
Copywriter Emanuel Abril
Released November 2010

Credits & Description

Category: Commercial Public Services Incl. Healthcare & Medical
Advertiser: TELMEX COLOMBIA
Product/Service: BROADBAND INTERNET
Agency: JWT COLOMBIA
Date of First Appearance: Nov 18 2010
Entrant Company: JWT COLOMBIA, Bogotá, COLOMBIA
Creative Vice President: Rodrigo Torres (JWT Colombia)
Creative Director: Alirio Ardila (JWT Colombia)
Copywriter: Emanuel Abril (JWT Colombia)
Art Director: Diego Duran (JWT Colombia)
Art Director: Jorge Jimenez (JWT Colombia)
DIgital Director: Patrick Sewards (JWT Colombia)
Account Director: Lina Aguirre (JWT)
Media placement: tv Campaign - national Television - 18 November 2010
Media placement: TV CAMPAIGN - NATIONAL TELEVISION - 17 DECEMBER 2010

Describe the objective of the promotion.
- Close the market share gap between our brand and the market leader via new clients.
- Generate differentiation and value perception.

Describe how the promotion developed from concept to implementation.
First step was to put the offer “get 4, 10 or 20 megabyte speeds at lower prices” in the form of a simple concept that would be more attractive and give people a deeper sense of how good it was:
“High speeds for the price of low speeds.”

From there, the search was for a way to take that simple concept and turn cold numbers into an emotional and personal experience for the people:
We created a real "high speeds for the price of low speeds” experience and then shared it with the rest of the country.

Explain why the method of promotion was most relevant to the product or service.
- It’s simple and easy to understand for everybody.
- It presents the driver of the category (speed) in a way that creates differentiation for our brand.
- This analog approach in the digital world is unexpected in the category.

Describe the success of the promotion with both client and consumer including some quantifiable results.
People shared and commented on it and within a week of its launch it was one of the most shared videos in viral video chart.

Monthly sales growth went from 3% before the campaign to 42% right afterwards.

Sales of other products -sold in value pack with broadband- increased by 25%

Telmex Broadband went from being the #2 to the absolute market leader in less than two months (Putting an end to the 8 year leadership of its competitor)*

Source: Quarterly Report of Connectivity –2010 – ITC Ministry of Technology
Information and Communications / http://www.mintic.gov.co/
Colombia