An innovative, integrated Autumn 2021 campaign in Spain saw telecoms newcomer Finetwork activate its partnership with the Spanish national football team to leverage the climax of UEFA Nations Cup via an integrated initiative which began with a press conference mobile number stunt by manager Luis Enrique and then expanded through a through-the-line campaign incentivised via a unique VIP match experience in Milan.
Territory: Spain
Agency: Ogilvy Spain
Objective
Sport and football are key pillars in Finetwork’s marketing mix and the telco is the main sponsor of top Spanish club La Real Sociedad and activated its rights around the team in 2020 and 2021 through a campaign called #ConnectedwithReal.
In September 2020, the fibre and mobile telecommunications operator double down on its football strategy when it became an official sponsor of the Real Federación Española de Fútbol / Royal Spanish Football Federation (RFEF) after signing a three-year deal to become a partner of both the men’s and women’s national teams.
The umbrella objectives behind its RFEF partnership include leveraging the brand and team’s shared values of excellence, creativity and innovation with a focus on how the company and the team both seek original approaches.
The aim is to drive mass awareness of the new brand and its positioning it as an innovator challenger – but one which is here for the long term – and bring to life its tagline that ‘Better Is Possible’.
“Finetwork is a relatively new telecoms and broadband company and as a brand we turn our new, challenger status into an advantage by doing things differently from older, more established competitors,” explained Finetwork Head of Brand, Communication, Sponsorship & Media Esther Pérez. “It shows that we are capable of making a difference, of innovating and of surprising our audience.
Activation
Almost a year after the tie-up was first announced, Finetwork teamed up with agency Ogilvy to activate the partnership around the final phase of the 2021 UEFA Nations League through an initiative which translated as ‘Skip The Rules’.
The campaign kicked off during August when Spain coach Luis Enrique accidentally-on-purpose shared his phone number with the public during a pre-match televised press conference. National team manager Enrique asked in the live press conference why only the journalists present should have his number to call him about the tournament and the squad and then gave out his number – 681948108 – to everyone.
Of course, it turned out this wasn’t an accident, but rather a live stunt starting a Finetwork campaign based around offering two lucky fans a VIP game experience.
Fans dialling the number in September to speak to the coach themselves got through to an Enrique voicemail and were invited to leave a message and the lucky fan whose call the coach returned won a national team football experience including a pair of tickets to Spain’s 6 October game with Italy in Milan’s San Siro Stadium (as well as flights and accommodation).
The campaign originally broke out across all Finetwork digital and social channels (including organic media and online sharing, web content, blog posts and social content) and then later was amplified through television, billboards, bus sides, media partnerships with mainstream and sports media and press ads.
Dale un toque al míster y si te devuelve la llamada, ganas una ENTRADA DOBLE para ver el partido de la @SeFutbol contra Italia el próximo 6 de octubre en Milán. Va, que lleva con el mismo número desde que era jugador #LlamaAlSeleccionador
Más info en:https://t.co/JCTOeDTNp1 pic.twitter.com/mCH51fJmLS
— Finetwork (@Finetwork) September 27, 2021
El míster es una persona OCUPADÍSIMA y seguramente esté repasando las jugadas contra Georgia. #LlamaAlSeleccionador y si eres el ganador, él te devolverá la llamada
Más info sobre cómo ganar una ENTRADA DOBLE para ver el partido en Milán https://t.co/i6x98GD9y4@SeFutbol pic.twitter.com/aiLPKoLKoX
— Finetwork (@Finetwork) October 2, 2021
¡YA TENEMOS GANADOR de #LlamaAlSeleccionador!
¡Enhorabuena, Carlos! @domingohurtado La ENTRADA DOBLE para ver el partido de la @SeFutbol contra Italia en Milán, incluyendo el viaje y la estancia, es tuya
¡Gracias a todos por participar! pic.twitter.com/P73Vy5wmn5
— Finetwork (@Finetwork) October 6, 2021
“Through this innovative initiative our aim was to show that at Finetwork we do things differently,” explained Finetwork CEO Manuel Hernández. “We appreciate the willing participation in the campaign of our partner the Royal Spanish Football Federation and of the coach himself and that the winning fan enjoys the experience as much as we love working with the team.”
“The disruptive, original and inventive tone is part of Finetwork’s DNA and this innovative spirit is key to our consumer interaction with our audience,” added his marketing colleague Esther Pérez.
Outcome
According to the agency, the activation reinforced the brand’s commitment and innovative approach and positioning and its post-campaign response measurement programme also found fan response was overwhelmingly positive.
The initial stunt generated more than 65,000 calls and more than 118,000 website clicks including 60,000 visits to the campaign landing page on Finetwork.com.
Overall, the campaign generated more than 48m impressions and reached a cumulative audience of more than 124m. It also generated more than 31 national and international media articles.
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