Digicel Panama needed to increase its data subscribers, but wasn't being considered as an option of a good data carrier. UM needed to place the brand in the top three on "Spontaneous Recall" regarding the data quality of cellphone carriers.
Users hate the loading circle, because it's a symbol of bad and low data. UM wanted to show the unpleasant sense of not having a good data to a broad audience, in a shocking way.
It took advantage of a good relationship with two of Panama’s most important national TV networks. The agency selected the main Live Shows and Movies for the audience, developing a custom solution: freeze the hosts of the shows and the news reporters during the live transmissions. During the freeze time, the loading circle animation appeared with Digicel’s campaign message. This action was replicated for TV movies, freezing important scenes and superimposing the loading effect and the message: "Do you have that bad data? Do not suffer it any more, switch to Digicel".
After one month, Digicel reached the Top of Mind regarding best data among its competitors. There was a growth of 87% of new data costumers and over 10,000 interactions in social media and natural mentions in top trendsetters blogs.