Centennial Pr Promo CENTENNIAL'S TALENT COMPETITION by J. Walter Thompson San Juan

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Industry Telecommunications Services, Business equipment & services, Corporate Image
Media Promo & PR
Market Puerto Rico
Agency J. Walter Thompson San Juan
Copywriter Lixaida Lorenzo
Editor Mizael Morales
Released October 2009

Credits & Description

Category: Sponsorship or Partnership Campaigns
Date of First Appearance: Oct 23 2009 12:00AM
Viec President Regional Creative Director: Jaime Rosado (Jwt San Juan)
Copywriter: Lixaida Lorenzo (Jwt San Juan)
Editor: Mizael Morales (Jwt San Juan)
Audio Engineer - Hocus Pocus: Carlos Dávila (Jwt San Juan)
Media placement: TV - Univisión - 23 October 2009
Media placement: RADIO - La Mega, La X, KQ 105 - 23 October 2009
Media placement: NEWSPAPER - El Nuevo Día, Primera Hora - 23 October 2009
Media placement: WEB BANNERS - Endi.com, Primerahora.com - 23 October 2009

Describe the objective of the promotion.
Centennial’s, (a local wireless telecommunications cell phone company) brand positioning is that they provide the tools (cell phones, unbeatable network, good signal etc) that help people achieve success. We had to do a promotion that conveyed this message to our audience, male and female 18 plus.

Describe how the promotion developed from concept to implementation
Sony Music and Cenntennial joined to create Phone Star, the first vocal talent competition done through a cell phone. Thousands auditioned through their Centennial cell phone. 10 finalist where chosen, without seeing their faces, only hearing their voices. Their voices were broadcast through TV, radio and Internet. Weekly, in a 30 minute TV show, the finalists sang and were judged live. The audience voted through text. With their cell phones, the finalists made music videos of the songs, with out revealing their faces. The videos aired on the #1 music video channel. The winner received a record deal with Sony.

Describe the success of the promotion with both client and consumer including some quantifiable results
In only 5 weeks we received over 10,000 auditions, over 200,000 hits on the website, over 200,000 votes and extensive media coverage. This is a great achievement considering this was done in a country with a population of 4 million people. The winners hit single is playing in radio stations and can be bought in record stores and in I tunes. Today he’s living proof that when you want your voice to be heard loud and clear, you choose Centennial.

Explain why the method of promotion was most relevant to the product or service
The most important thing for a record company and for our client, a cell phone company, is the quality of the voice. So to have a company as big and respected as Sony Music place such confidence on Centennial’s signal, that they are willing to give a record deal to a person by just judging their voice through a Centennial cell phone, gave great credibility to Centennial’s promise.