Introduction
A telecommunication veteran in the Spanish market, Movistar is currently entering the precarious television arena with the launch of Movistar TV. My task, turn this venture into a successful one.
Through a carefully measured communication strategy, I aim at taking Movistar out of its comfort zone. Disruption is what the public needs in order to take notice of the change that is at hand; guerilla and unorthodox methods are the tools I am using to achieve it.
My research was based upon the sentence: " How does the future of Television and the past of Movistar affect the manner in which the company should communicate with the spanish public, in order to land more paid TV subscriptions?"
Past of Movistar -Telefonica Research
The Movistar/Spanish public relationship has always been a shaky one. This is why Positive Association (Brand Escapism), Transparency and Community Sharing are three main pillars in my delivery; mending this rocky liaison is indispensable for future growth. Buyers look for a company that does not talk down to them, a brand that they can interact with on different levels out of identification.
Future of Television Research
By carefully monitoring television market trends, I adapted the service into a well-rounded product fit for recent customer demands. People are not willing to pay for something they can get for free, unless you give them added value. People covet television on the go on demand, they want unlimited choices of escape and they want to interact with this escape. They want to be immersed in their escape, no rules, no limits.
By fusing the 6 main insights extracted from the research, I was able to extract a creative strategy. Movistar TV is going to be turned into an entity where anything is possible, and where limits do not exist. The brand and its product will be positioned as the facilitator of escape, into a world where no geographical limits are placed, where imagination knows no bounds. This world is Organic Technology, Organic: because this world evolves with you, grows with you and adapts to you. Technology: because its technological advancements simplify your
journey through happiness.
Creative Concept Moodboard, Organic Technology
Copywriting & Concept
Out of this strategy we are able to extract the creative concept summed up by one sentence, "The Sky Was the Limit". Why? From a corporate standpoint, this phrase means that Movistar is letting go of its previous mode of operation and bringing something new to the table. From a product point of view, we are saying that anything is possible, we are inviting fantasy into everyday life, no restrictions, no rules. And this exactly what people want from their televisions.
The sky was the limit, will be adopted as a new overarching corporate message. Movistar Tv, will take on, "Customized Limitless Entertainment", these 3 words are the essence of what the public demands from our product. Any other copywriting content will also be a play on the idea of surpassing limits.
In order for the creative executions to represent the new direction the brand is adopting, they need to be as disruptive and varied as possible. Classical means of push advertising will be discounted in favor of guerrilla style communications. This is the first step towards harboring an image shift.
Brand Vandalism - Logo Variation
Television uses content as a currency, the brand will do the same. This visual chameleon like skill hints at the brand and product being infinitely varied and flexible while still maintaining coherency. We are preaching that “the sky was the limit”, we should practice our dogma and this is the first step to doing so.
Brand Vandalism - Execution Example
An execution example is when a new series/film is inducted into the Movistar video library; the brand will literally inhabit the content since it is now part of its essence. This simple concise visual gives out a clear message and is easily compliant to any kind of circumstance.
First Contact - Video Moodboard
In order to catch the public off guard, the first contact of this new campaign is crucial. This is why; a video containing a plethora of visuals that reference the idea of “limitless” will be simultaneously projected on different buildings around the city. The short length visual starts with the definition of the word “Limits”. Then throughout the course of the ad, the sentence “Imagine infinite possibilities, boundless fantasies” is flashed. This action will take place unannounced in order to catch spectators of guard. The video makes no direct reference to the brand until the last couple of seconds. This will serve as a disruption to the usual library of emotions that they normally link to the Movistar name.
First Contact - Video Execution
The Trek – Social Experiment
The Trek ends with an interactive installation that is placed in the city center. Beforehand a social experiment takes place. People carrying the pieces that will help build the installation make their way through the city. Their arrival depends on the public’s aid since the items they are carrying are huge. This trek will secretly be filmed with an emphasis on the people who were nice enough to help. Later this footage will be projected on social media sites with the conclusion “With your help, we are limitless”. This is just a way for the brand to connect differently with the Spanish pubic. It is implying that no matter how big it might become it will always need the public’s help to become better.
This is an experiment that was executed in order to test out the public’s reaction to this social action. And to our surprise people were very helpful.
The trek – Interactive Installation
Once they reach the given point the actors will put together the pieces they are carrying in order to build the Movistar logo. This installation will have an interactive projection on it; people will be able to customize this logo depending on their taste
Customize Your World – Application Logo
Once the installation is placed in the middle of the city, different apparitions will take place. The signature Movistar shape will start to appear in random areas of with a trompe l’oeil graffiti style. These urban interventions will be made to look like escape portals to other dimensions. Individuals can download an augmented reality app and interact with these graffiti.
Customize Your World – Executions & Application Mock-up
Once a portal is located the user will scan it and unlock the corresponding dimension. Following this they will be able to “customize reality”. Meaning that with the use of their smartphone or tablet they are able to place elements from this dimension in reality, hence breaking the limit between life and fantasy.
Subscribe to Fantasy – Poster Executions
Following the new brand signature, we want to give future customers the prospect to build their own subscriptions. They will be able to select whichever channels they like independently of any model, and depending on these choices they will pay an adequate fee. Each valued client will be able to generate their own logo depending on their likes. This personalized avatar will appear on their bill and be part of their profile. These personalized logos can be used as the base for advertisements that promote this new “customized subscription” feature. Each visual carries a certain “flavor” with it, since we all have unique tastes. This aroma is reflected through an inviting pastel color palette.
Subscribe to Fantasy – Store Executions
Customers can through the use of an app, which is synced with their profiles and personalized logos, change the store’s color depending on their preference (by employing bluetooth technology). This execution hints at the unlimited number of different worlds that exist within the brand itself and can be executed by employing projections and LED lights.
Subscribe to Fantasy – Website Executions
This personalization feature can also be applied on the company website. After a user logs in, they can customize its appearance depending on their preference.
Limitless Love – Application Logo
People who have access to big libraries of programs tend to binge watch their favorite TV shows, hours at a time. It would be beneficial to create a dating app synchronized with the user’s Movistar TV profile. The catch is that the application only matches the user with people that have the same viewing habits, meaning same favorite shows and parallel binging patterns.
Limitless Love – Application Mock-up
The user logs in syncs their profile with their Movistar TV profile. They can then start chatting with matches in their proximity. They can also view what are the shows and binges they have in common with their pair.
Movistar Binge - Application Logo
The creation of on demand television has resulted in the concept of Bingewatching. Individuals spend hours, even days plastered in front of their screens while they watch episodes, then seasons of their favorite shows. What if we encouraged this behavior? Movistar Binge is an online platform where people can compare their combined view time. The more a person watches a specific show the more points they collect, the individual with the highest score becomes the mayor of the show and ultimately wins some goodies (discounts or being flown out to visit a Tv show set).
Movistar Binge – Application Mock-up
This rivalry will be shareable on social platforms where people can challenge each other. The site will also be equipped with a number of different charts where people can track their progress in order to surpass all of
their rivals.
Spain is limitless – Competition Logo & Video Mock-up
In order to give people an inside look and humanize the company, it would be beneficial to post videos that introduce the staff. The short segments will revolve around breaking a 20 second record. The more ridiculous these records get the better chances these low budget home videos have of going viral (how many bananas can I fit in my mouth? / How many pins can I stick attach to my face?) . The staff will invite people to try and break a new record or challenge a person’s accomplishment all under the hashtagg #spainislimitless. A deal will be struck with the Guinness Book of World Records and if the people are successful, they will turn Spain into the country that has broken the most records in one year. These easy to make home productions will hopefully follow the footsteps of The Ice Bucket Challenge. Finally the brand could maybe help turn a big number of Spanish citizens into Guinness World Record holders!
For my presentation I summarized the thesis in a booklet that was based on the format of a vintage TV Guide booklet.
