| Title | THE TWEET RUNNER |
| Brand | VODAFONE |
| Product/Service | 4G+ |
| Category |
A01. Use of Promotional Events & Stunts |
|
Entrant Company
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CHEIL SPAIN Madrid, SPAIN
|
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Advertising Agency
|
CHEIL SPAIN Madrid, SPAIN
|
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Production Company
|
APRODUCTIONS Madrid, SPAIN
|
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Production Company 2
|
TEAM TOOLS GROUP Madrid, SPAIN
|
Credits
| Paulo Areas |
Cheil Spain |
Executive Creative Director |
| Breno Cotta |
Cheil Spain |
Executive Creative Director |
| José Vilar |
Cheil Spain |
Creative Director |
| Pablo Cachon |
Cheil Spain |
Creative Director |
| Anaís Ferrer |
Cheil Spain |
Copywriter |
| Pouline Atencio |
Cheil Spain |
Art Director |
| Roberto Torres |
Cheil Spain |
Executive Producer |
| Yann Baudoin |
Cheil Spain |
Account Director |
| Alberto Pachano |
Cheil Spain |
Digital Account Director |
| Leticia Rodriguez |
Cheil Spain |
Account Supervisor |
| Patricia Rodrigo |
Cheil Spain |
Account Manager |
The Brief
With Vodafone 4G+ you can do everything a whole lot faster. Josué Mena, a spanish sprinter, after winning the 200mts race in the Spanish championship in 2006 and 2007, suffered a nearly ending career injury. We decided to give him not just a campaign, but a second. The second left to become the fastest sprinter in the world.
Campaign Success
We built an athlete track inside a wind tunnel to empower him up to 40km/h in Plaza de las Ventas, Madrid (24 November to 30 November 2014). The turbine was connected to Twitter, so, the more tweets Josué recieved, the more wind impulsed him.
Twitter and audiovisual content created to promote the challenge on social networks helped to inform and contact the target audience. Many customers are informed and hire internet using this product.
Describe the success of the promotion with both client and consumer including some quantifiable results
The spanish runner became the fastest sprinter thanks to the support of people and Vodafone 4G+, at least for one day.
Vodafone Twitter: Organic Engagement 30% above average (493.217 impressions)
Vodafone Facebook: Organic Engagement 127% above average (111.802 impressions)
Explain why the method of promotion was most relevant to the product or service
We needed to promote and provide a better mobile data connection. We create a story with a challenge that people might try. The fastest he won a mobile. We use social media to spread the event allowed to live the live experience.