Mocking the competition
NEXTEL
In Brazil the four biggest mobile networks invest huge amount of money in their advertising campaigns. Nextel is not one of the Big 4. For Nextel, compete with them is a battle of David x Goliath. To hit the giants and bring their clients to try Nextel’s mobile plans, we brought the spokesperson who was the face of the #1 network to our campaign. “Red head” (a.k.a Ruivo) switched to Nextel and it sparked an ad culture frenzy. In the ad, “Red head” makes fun of all Big 4 ad characters and campaigns.
- The dancer resembles the character of Tim’s telecom advertising
- The store attendant is a trademark of Claro’s telecom commercials promoting sales inside the stores
- The adult looking like a kid is a mockery of Oi’s telecom campaigns, in which every commercial ends with a kid saying “Oi” (the brand’s name)
Film
Obviously, the Big 4 mobile networks complained about the ad and 3 days later we had to take it out of media. But the “Red Head” returned not being red anymore: now with a new hair color. And teasing again the networks and calling customers to switch teams.
The strategy paid off and Nextel was the most talked about network during the campaign launching month, hitting high rates of brand awareness with less than ¼ investment compared to the Big 4 carriers.