Telemundo sobre Qatar
The controversy generated by the use of semiautomatic technology for the detection of offsides in the FIFA World Cup at Qatar2922 provided the creative insight for the El Autobus campaign of Telemundo. It offered the chance “to be part of the conversation, to tell a joke at just the right moment and at the same time connect with a powerful insight. To take advantage of the good side of social networks in order to publish a reaction at almost the same time the event is happening and so pump up the relevance of the brand,” said Roberto Fonfria, CEO of El Autobus.This element in particular was sparked by the new rules and technology in the refereeing of the offside calls and the squabbling among soccer fans. “We lived it like spectators and from there it was just a step away for the creative team to turn it into a powerful message.”The campaign was a joint effort together with the creative, programming and digital teams of Telemundo, which contributed to making the process fast, effective and creative. “From picking footage and images and defining implementation strategies to responding immediately to what was happening on the playing field to being able to publish in good time, we wouldn’t have achieved the result we did if we hadn’t made a strong client-agency team that was in constant communication.”The importance of teamwork was one of the lessons learned from this campaign, as Roberto explained, as was understanding the consumers and their relationship with the brand, and having alternatives when it comes to finding ideas that depend on talents, athletes, commercial brands and more. The ability to be agile when you have to make last-minute adjustments and adapt to the availability of resources without sacrificing ideas.”For this campaign the speed of response was essential for its success on social media. “When you have a powerful consumer insight and a real client-agency work team, it’s possible to respond quickly and lead the social media conversation with simple but powerful ideas.”
