CLIENT
La Despensa is an integrated marketing and advertising agency that offers 360º services. With 20 years of experience since its inception, it has already established itself as one of the creative agencies of reference in Spain. Finetwork is a telecommunications operator that offers Internet and mobile telephone services and whose links with great Spanish sportsmen, such as Fernando Alonso, have made it very popular in recent years.
GOAL ACHIEVED
Create a surprising New Year's greeting with Fernando Alonso, taking advantage of the viralization of his fan community to generate visibility for Finetwork.
Finetwork and Fernando Alonso wish us a happy new year
More and more brands are reaching agreements with renowned figures in the world of sports. This is the case of the Finetwork brand, which has Fernando Alonso and other great Spanish athletes as ambassadors. As a result of this type of collaboration, brands find a new way to connect with the public, through the ambassador, by creating original content.
And one of the media in which this type of content works best is, without a doubt, on social networks. Therefore, faced with this situation, La Despensa and Finetwork had the brilliant idea of taking advantage of the figure of Fernando Alonso to generate a viral New Year's greeting.
This is how, in collaboration with La Despensa and Finetwork, we proposed and developed this Hiperexperiencia, in the form of a TikTok filter, in which we managed to recreate and simulate a video call with Fernando Alonso in which the two-time Formula 1 world champion congratulated the user in a fun and original way.
How did the TikTok filter work?
By accessing Finetwork's profile on TikTok, any user could record their own video call with Fernando Alonso and share it or save it to their gallery. To make it happen, we recreated the complete interface of a video call, including all the representative graphic elements that would be seen on the screen during the process, and then we integrated the congratulation video pre-recorded by Fernando Alonso.
In this way, the filter logic was programmed to include a previous incoming call screen and the interaction with the green accept call button, to later play Fernando Alonso's video in full screen while the user is seen and recorded in a mini window placed in the lower left corner.
Viralization and impact on social networks
When it comes to connecting with the new generations of young users who flood social networks like TikTok with content, it is essential to know their medium and speak their language. Thus, the video call with Fernando Alonso, which lasted barely 20 seconds, contained multiple references and easter eggs related to memes of the Asturian driver's community and Formula 1 fans.
This is how, organically, users were able to publish more than 1.5K videos using the filter, generating a snowball of likes, comments and shares that generated more than 800k impressions and more than 1k new followers on Finetwork's official TikTok. And this happened only during the first 24 hours after the publication of the filter.
This data demonstrates the power and virality achieved by this action and the benefits in terms of visibility that this type of solutions can bring when the public is involved in the right way.
