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The strategy #JuntosSomosHéroes

3:30 min - 4:30 min

10 de diciembre de 2020

LLORENTE Y CUENCA
Durante todo el vídeo se escuchará música emotiva y se visualizará el siguiente copy

Guión

Copy Descripción de toma

August 2020 Tomas de la ciudad, vídeo de personas durante la
cuarentena en sus casas, hospitales, etc.
COVID-19 was at its highest peak in Panama

1420 daily cases, social stress, and full lockdown

for 5 months.

The social focus was the absence of medical

supplies and the medical team’s distress. Doctors
needed help immediately.

Market situation Tomas de comerciales de Tigo, nueva imagen,

tomas de Digicel y sus tiendas
Tigo was about to launch as a new brand in the
market.

It was imminent that they would do a heavy handset

offer focused on an emotional level & marketing
investment.

Advertising-wise they would outspend us.

Market perception Gráfica de percepción de consumidores de empresas

de telecomunicaciones
With the crisis at hand, people's perception of
telecommunications companies was falling. Tomas de telecomunicaciones

Telecoms received a 38% of negative perception

from audiences since the beginning of the
pandemic.

Things had to be turned around. What could we do?

We decided not to fight head to head on commercial Tomas de Digicel del comercial, de médicos y de
grounds. imagen de la campaña.

We decided to connect with customers on matters

that were relevant and concerning them daily.

We redirected our marketing and SAC funds to

support doctors & nurses.

And involved our customers as part of the donation

mechanic.

LLORENTE Y CUENCA
Sortis Business Tower Piso 9 Calle 57
Obarrio Panamá
T. +507 206 5200

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Marketing strategy Tomas de Heroes de Blanco y las publicaciones en
medios relacionadas, personas sonriendo de las
We selected a cause that would unite all population entregas, imagen de Heroes de Blanco con el
– the doctors & nurses fighting against COVID. premio de responsabilidad social.

And partnered with an NGO with credibility that

fitted with the Digicel brand.

Our communication strategy was emotional,

connecting, and supportive, with a digital & PR
core.

By communicating the number of medical supplies,

NOT MONEY, we were able to tie the campaign
with our brand relaunch: #bettertogether

We visited fourteen hospitals in all major provinces, Tomas de los hospitales y las entregas, fachadas ,
as well as governmental institutions such as the cajas y sus mensajes.
Ministry of Health and the Panamanian Social
Security Fund.

And we provided almost 2 million medical

equipment articles.

Results Gráfica con:

Last 4 weeks
Our numbers increased in all three major market Last 11 weeks
areas. Market Share
NPS
Employee NPS
We were trending topic in all executions and Screenshots de Twitter y los números de
became the most talked about topic of the day in posicionamiento
three handovers and the Juntos Somos Héroes
launch.

Key opinion leaders made echo of our campaign, Imágenes y screenshots de los KOLs
and highlighted our efforts to a broader audience on
social media.

Conversation around the brand started to shift to a Tomas de gente sonriendo en las entregas
more positive perception. Hashtags positivos sobre la campaña

Seeing our success, the market leader started to Imágenes de la campaña de Tigo.
copy our campaign but with less public relevance.

X reach, awareness & engagement with minimum Gráfica con los números finales de inversión ($) de
investment (x Digicel vs x Tigo) la campaña.

LLORENTE Y CUENCA
Sortis Business Tower Piso 9 Calle 57
Obarrio Panamá
T. +507 206 5200

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PR Results Gráfica de porcentajes de aparición en medios:

Our presence in press and media outlets, grew Online web

substantially.
Radio
Brand sentiment improved notably, while
connecting to the emotional component of our Social media
campaign, turning it into a notable trending topic.
TV

The campaign's reach was extended to up to 70% of Tomas de doctores agradeciendo y recibiendo
the population that consumes social, online, TV and insumos.
radio.
Texto: 70%
Digicel was able to receive 21 million impressions
all over the country with #JuntosSomosHéroes. Texto: 21 million impressions

The brand's commitment to the cause, added to the Tomas de las entregas, camiones, cajas con mensajes.
active participation of customers, allowed the
campaing to be a success.

Audio: Toma de personas agradeciendo y repitiendo

#JuntosSomosHéroes
¡Gracias! Juntos somos héroes.

LLORENTE Y CUENCA
Sortis Business Tower Piso 9 Calle 57
Obarrio Panamá
T. +507 206 5200

llorenteycuenca.com 4