Brand: Cablevisión Flow
Brand owner: Telecom
Agency: Don Buenos Aires
In 2016, Cablevisión Flow launched the ‘Discover the evolution of TV’ campaign, focused on communicating the product's functionalities to a mass audience.
Two years later, we faced a new challenge: strengthen the positioning of Cablevisión Flow as the entertainment platform that allows you to watch series and movies on any device, wherever and whenever you want; and increase the number of app downloads among our core target (young people from 17 to 25 years old).
Challenge and business objectives
More specifically, we set out to:
- Generate awareness and position Cablevisión Flow as the platform that allows you to watch your favorite series and movies:
- Brand recall: 56% (category average)
- Impressions: 100m
- Traffic to the site through the campaign: 500m+ total clicks
- Generate loyalty by increasing the number of downloads of the Flow app:
- Only four out of 10 customers of Flow Box and Cablevisión HD used the Flow app, so we set out to increase that number by at least 15%.
- Improve the indicator of preference among our core target, 17- to 25-year-olds.