Movistar
The self-employed Christmas dinner.
Client: Movistar · Agency: DDB · Year: 2011
At Christmas, every company takes its people out to dinner. But millions of workers are boss and staff at the same time, and nobody invites them. For Movistar Business, we organised the first Christmas dinner made by and for the self-employed.
The challenge
Movistar wanted to wish the self-employed a merry Christmas. But what was there to celebrate? They work with a fever, pay their contributions come rain or shine and have never seen a Christmas bonus. Another greeting card wasn’t going to change a thing.
The idea
The self-employed were missing something every employee takes for granted: the company Christmas dinner. Nobody invites them, nobody pours them a glass, nobody wishes them a good year. So Movistar became their company for one night and threw them the dinner, in eight cities at once.
The invitation
The invitation was everywhere: cinema, press, radio, outdoor, street marketing, emailing, SMS, banners and a website to sign up. And at the heart of it all, a film in which the self-employed themselves prepared the dinner: from farm, port and greenhouse to table.
The result
A Christmas greeting turned into a major event. More than 1,200 self-employed workers raised a glass together in Madrid, Barcelona, Valencia, Seville, Bilbao, Valladolid, Vigo and Las Palmas, with comedian Leo Harlem as master of ceremonies. For the first time, someone had invited them to dinner.
- 56,000+ self-employed workers visited the website in just 14 days
- 10% of them signed up for the dinner
- 1,200+ guests in 8 cities
- 120+ media appearances across TV, press, radio and online
- €170,641 in earned media in the first 9 days
- 31M online campaign impressions
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