Find out how we find the kisses we send at Christmas.

From the company, we started broadcasting the show in the time of our centenary with a space which revolves around this creative idea and, now, also with an outdoor and press decision that combines technology, information, research and innovation.

To show that gigabytes or data do not pass behind networks, but people’s lives, we conducted a study that shows the number of kisses that travel every day among us governing societies and/or states. Until January 15 You will receive personal advice about the times we all say goodbye in this special way. I’ll tell you all the details about how we managed to get the information.

A symbol of innovation

Like you and me, many people send hundreds of kisses to their loved ones on this day. Many travel from the same state, others to different communities. Therefore, we want to count them to share with you, especially on a special day like Our Lord. These are the ideas and strategies that we used to make the action, an initiative that, as you will see, stands out for its innovation.

Around 2,000 surveys across Spain

The task force reviewed a internal anonymous database to know how many calls are made every day on Telefónica networks. The results showed that the average number of sessions was high more than 19 million. 90% were done in the same state, while 36% were done between Madrid and Barcelona, ​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​ For his part, New Year’s Eve is a day where registrations have increased more compared to New Year’s and Epiphany.

When receiving this information, the challenge is to know how many of those conversations end with a kiss, especially on the anniversary of this time. From a more educationa sample of almost 2,000 people between 14 and over 55 years old in Spain gave the results.

36% of phone calls that Hispanics make in a day end with a kiss. From the Community of Madrid, from Castilla-La Mancha, from Andalusia … the picture includes all the administrative communities of our country. Generally speaking, more than half of us (55%) always speak well with the expression of personal interest, especially women (41%). The margin of error of the data obtained is ± 2.23%.

Conceptualization tool: CAT

In order to change the language for each autonomous community and/or state, the team used a design tool called CAT (Content Automation Tool). In a short time (2 working days) it can be produced more than 300 pieces in different types from the design model.

CAT’s ability to adapt ideas to different sizes also allows teams Invest less time in product development and focus on more strategic and analytical levels of competition. The gamble of automation over traditional work patterns at this stage has resulted in a new value of the order.

An advertising plan sponsored by Mobile-from-home

The designs will be estimated until January 15 in many cases physical and digital media with the goal that everyone can easily know how much kiss they sail from their place of residence. The advertising plan is designed for three situations:

  • Important national and regional newspapers from all over Spain. More than 100 publications have been created with modified messages for the audience of important national and regional newspapers in Spain.
  • Digital media and platforms. Products were created for X and Instagram based on user segmentation by location.
  • Exterior. More than 1,000 digital screens are distributed at points in 25 states such as marquees, shopping malls and plazas, and a visual carpet is placed on Avenida de América (Madrid).

The social media campaign has been completed with Move-out-homea type of license affect users again which has seen the competition abroad from your mobile device. We all have a mark in us smartphone that put us in a zone. From the programmed advertising platform that is used retargeting We can share the message again in other formats such as video or audio podcast.

The novelty of this action, which is part of the ‘Kisses’ campaign, has allowed us to affect the majority of citizens in different communities and/or states with messages to express oneself. The main purpose of communication is to demonstrate that Telefónica networks do not pass gigabytes or data, but people’s lives. Especially in the year of its centenary, the company wants to show that it is the people who give meaning to technology.

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