#GARECAVUELVE
MOVISTAR
After leading Peru to a World Cup after 36 years, Argentine coach Ricardo Gareca announced his resignation. At a press conference, he said he was returning to his homeland, Argentina, to consider whether he would sign a new four-year contract with the Peruvian national team. Meanwhile, different national teams around the world, including Argentina, Chile, Mexico, and Paraguay, publicly expressed their interest in securing his services. Movistar, the official sponsor of the Peruvian national football team, decided to take action.
The 360 campaign
The task was not easy. We started the campaign by launching videos on different social networks, blending popular sentiment with well-known romantic songs that people did not hesitate to make viral. After all, Ricardo Gareca was the only coach with a 98% approval rating, and his return was a national demand.
After that, we decided to hack Argentine radio stations. Fans began calling the most popular radio stations in Argentina, dedicating love songs to urge Gareca to return. The result also went viral and became news across the continent.
The day we unveiled the campaign, we counted the radios and the streets we took. People couldn't believe how far we were willing to go just to convince Ricardo Gareca to come back. What followed was the main piece: the publication of the classified ads on a page of the best-selling newspaper in Argentina. And all of it, from Peru.
Immediately, the press around the world gave the coverage that a news of this magnitude implied. Suddenly, Movistar's initiative was making its way around the world, demonstrating what a brand is capable of doing when it wants to live in people's hearts.
