Los Angeles - A popular U.S. soap opera Eva Luna, is the stage for the latest non-traditional campaign from Conill for its client, T-Mobile. The effort engages viewers through a series of ingenious integrations shown during commercial breaks, where T-Mobile users are encouraged to call their friends or neighbours to update them on the latest scandalous developments on the show.
The most notable execution of the integrations took the form of the ‘Longest phone call ever'. In it, Conill took advantage of an opening and closing sponsorship opportunity to present an episode as if it were being told as a story over the phone. To accomplish this, Univision provided the script of the episode before it aired. The agency then added an audio track to pre-recorded video of a woman talking to someone (her aunt) on the phone. The narrative of the opening integration set-up what was to come in the first minutes of the show and the closing integration summarized the ending. The insight that sparked this execution, "people love to talk about soap operas", was a great trigger to produce work based on the overarching strategy that T-Mobile brings people together and helps them share their lives with family and friends.
In the U.S. Hispanic market, soap operas are typically the highest-rated programmes. In addition to the integrations, the campaign included exclusive content for T-Mobile clients, who were able to watch full episodes of the soap opera on their mobile phones. They also had access to "behind the scenes" material and selected scenes of the soap opera. This was the first time that T-Mobile integrated its brand in a Spanish-language soap opera on Univision. They have previously done so on Telemundo's Mas Sabe el Diablo and El Clon soap operas.
Conill is T-Mobile's Hispanic advertising agency of record and has produced award-winning product integration work on their behalf in the past, including several breakthrough efforts during soccer matches.
Pablo Buffagni, Chief Creative Officer at Conill, said: "Our in-house media buying and planning capabilities are tremendous assets when developing nontraditional media executions like this one. Having channel experts involved from the inception of the creative process leads to ideas and solutions that would be impossible with a fragmented team."
Chief Creative Officer: Pablo Buffagni
Creative Director: Mario Granatur, Marcos Calandrelli
Art Director: Hernán Ibañez
Copywriter: Benjamín Levy
Agency Producer: Allan Rivera
Media Director: Rob Spallone