The main concept came from ATL (McCann Lima) and we had to come up with some ideas for online. That concept had the objective of making people to 'migrate' to Entel from other mobile companies. As a metaphor, the most static and iconic character of Christmas, Dimitree, the Christmas tree was moving - migrating - and inviting you to do the same.

 

We had another idea, a little bit crazy. Dimitree had to fall in love with a palm tree and had the wish to visit her travelling to the seaside, where she actually was living. The action was calling people to help him to go to the beach supporting his dream. They had to take a selfie with him (almost everyone has a Dimitree at home), to upload it to the website and to get as many likes as they could. The winners would go together with Dimitree and 4 other friends to the seaside. They also could participate for some cellphones.

 

The call was made in social media with a video produced by McCann Lima and some posts:

 

Finally, results were very possitive. Participation rate was realy high and bounce rate quite low, so we all were happy in the end.