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The Spot I'll Never Hear

The Spot I'll Never Hear | Fundación Telefónica | 扬罗必凯 | Y&R
下载原始文件 下载原始文件 JPG | 4000x2836px
基本信息
行业: 专业与公共服务
媒体:DM
投放:西班牙
风格: Minimalism
说明cnen
Strategy

• Data gatheringThe campaign invited youngsters to register the Think Big program through the website • Target audience (consumer demographic/individuals/organisations) youngsters between 17 - 25 years old• ApproachIn Spain young people are still great consumers of radio and especially of Spotify.• Call to actionWe invited young people to register on our website and to develop ideas such as the translator for the deaf-mute.
Outcome

• Business impact – sales, donations, site trafficThe participations to the Think Big program increased by 21% over 2016.• Response rateThe Response rate increased by 30% compared to 2016• Change in behaviourWe made the campaign through a software developed in the Think Big program. This changed youngsters perception about what kind of projects they could do if they signed up.
Execution

• ImplementationMain radio stations in Spain• Timeline01/01/2017• PlacementRadio y Spotify• ScaleMain radio stations in Spain
Relevancy

Because we used a traditional media, radio, but with a new element: a deaf-mute person as a radio announcer. This way we transmitted the message to youngsters and invited them to participate in the program.
CampaignDescription

Through a software that translates sign language into verbal language, we made the first radio spot recorded by a deaf-mute person. This is how we invited youngsters to join the Think Big program to develop ideas like this.
Synopsis

• SituationThe Think Big program of Telefónica Foundation helps youngsters to develop innovative social ideas.• BriefTo make a radio campaign to invite youngsters join the program through thinkbigjovenes.es and develop their ideas.• ObjectivesTo overcome the number of participants of 2016.
制作信息
品牌:
广告公司:
首席创意官:
创意总监:
文案:
美术指导:
客户主管:
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其他职位:Entrant Company: Y&R MADRID, Spain
Media Agency: Y&R MADRID, SPAIN
General Creative Director, Martín Ostiglia, Young & Rubicam
Head of Art, Jesus Morilla, Young & Rubicam
奖项
戛纳国际创意节 2017
入围 直效
Use of Broadcast
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