CONECTANDO ESPAÑA by OMD Barcelona for Vodafone

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CONECTANDO ESPAÑA

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Industry Mobile Communications
Media Film
Market Spain
Agency OMD Barcelona
Creative Director Manolo Carbajo
Released July 2012

Awards

Eurobest 2012
Branded Content & Entertainment Best Non-Fiction Program, Series or Film Where a Client Has Successfully Created a Reality, Document Bronze

Credits & Description

Advertiser: VODAFONE
Agency: OMD SPAIN
Category: Best Use of Branded Content & Sponsorship
Digital Producer: Marcos Gutiérrez (OMD Spain)
Executive Producer, Conectando España: Mar Barrera (Medina Media)
Content Producer: Susana Barona (OMD Spain)
Account Director: Noelia Fernández (OMD Spain)
Executive Director, Conectando España: Ricardo Medina (Medina Media)
Strategic Director: Ruth Falquina (OMD Spain)
Creative Director: Manolo Carbajo (OMD Spain)

Execution
This reality is the essence of Conectando España, the first rural documentary series aired in Prime Time on TVE (Spanish leader channel). It's an original format designed to prove how better rural 3G connectivity can actually become a Vodafone commitment, how to lend a hand to the Spanish people by simply inspiring new alternatives for personal and professional growth in non-urban settings. These are the lives of the people who come on the programme every week, where dreams are possible in large measures, thanks to the communications that flow from the Vodafone services and products that guarantee connectivity. This content, a weekly 50-minute show (x13 programmes) is presented through a wide-ranging multi-media campaigns. Each episode of 'Conectando España' is an on-going open invitation to dialogue on social networks since viewers are channeled to the Website 'Conectando Emprendedores' (Connecting Entrepreneurs), a community that demonstrates and transmits Vodafone commitments through brand sharing content.

Effectiveness
Conectando España became the best-ever TVE-produced release in our country and is the ratings leader in its time slot with some 3 million viewers (Best weekly share). The loyalty figures are over 41% higher than the channel's average. The show has earned 4 trending topics and gained over 5.000 followers/fans, making it the most 'social' RTVE show (100% 'like' rating on both Twitter and Facebook). Conectandoemprendedores.com, the online community, is near to getting 200 new entrepreneurial projects uploaded. And above all, after this initiative, Vodafone approved a plan for 3.000 new 3G base stations in rural parts of the country.

Strategy
To strengthen our commitment to 3G connectivity all around Spain, our objective was to create a social movement inspired by the vital attitude to carry out professional projects in rural places. In Spain, there are 4,862 municipalities with under 1.000 inhabitants. Places that are now being looked at very seriously by citizens fleeing the economic crisis. Formal inquiries for homes and jobs have doubled over the past three years. Now, 3G mobile phone internet access allows small towns and villages to take advantage of services that really can improve productivity, save costs and enhance access to job training. We wanted to get behind the Digital Optimism embodied by the new wave of young entrepreneurs. Yes, thanks to 3G connectivity it is possible to invent new business models that manage to find a balance between work and the quality of life found in small rural communities.