Office: Buenos Aires
Client: Movistar
The Brief:
Movistar wanted to promote a new line of cellular phones to 15 to 25-year olds in Argentina.
The Campaign:
A TV campaign introduced audiences to geeky Gerardo, an unpopular, fashion-challenged loser with no girlfriends. Once Gerardo buys a Movistar phone, his life changes. His luck improves, he wins prizes and girls love him. Audiences learned that they, too, could become Gerardo. Viewers who visited Gerardo`s Web site and “Gerardized” a personal photo of themselves—or their friends—by uploading it and adding Gerardo-like details could win a Movistar. Traffic was directed to the site by banner ads and viral word of mouth.
The Success:
The Web site drew over 150,000 unique visitors over a period of three months. 16,000 pictures where uploaded by users and 8,000 new users were registered to the customer database. Plus, an avid audience of Gerardo fans generated their own versions of Gerardo videos, imitating different scenes from the TV commercials and uploading them to the Web, inspiring more than 180,000 visits to YouTube.