The 18th Edition of the Eventoplus 2023: Forever Young Awards took place on Tuesday 26th September. TCL and Nanook Agency won silver in the category Best Digital Activation.
As every year, the media company Eventoplus celebrates its awards gala for the events and meetings sector in Spain. This year, the 18th edition of the awards was held under the theme Forever Young. The winners are chosen by an independent jury of industry professionals.
TCL Mobile Global and Nanook
The multinational technology company TCL entrusted Nanook to carry out an online and offline activation in networks to encourage engagement among its followers and organically attract new followers. This is how El 11 de Pedri was born, the on and offline activation that had, as a final touch, an exclusive event at the Mobile World Congress (MWC) in Barcelona.
The MWC is one of the most important events in the mobile technology and telecommunications industry. It is held annually in Barcelona with the aim of attracting leading global companies, innovators and developers as well as showcasing the latest advances, trends and opportunities in the sector.
For the campaign, we decided to create a challenge on TikTok, the social network par excellence of the Z generation, to carry out this activation. Each user who wanted to participate had to upload a 15-second video celebrating the goal in the most original way possible, tagging @TCLSpain and including the hashtag: #El11DePedriTCL.
More than 500 videos were submitted, from which 10 finalists were chosen, who went on to form, together with the famous Spanish national football team player Pedro González López as captain, the Pedri 11. We invited these finalists to an event so that they could meet the footballer and take the opportunity to show him live their celebrations. It was presented by journalist and tiktoker Isabel Forner, where Pedri took the opportunity to choose the final winner of the challenge, who won a TCL mobile device.
But, how did we achieve all this?
- We organically designed and implemented 3 videos. The first one corresponded to the launch of the campaign, the second one was of Pedri encouraging participation and the last one was the announcement of the 10 finalist winners.
- We created an analytics dashboard and real-time tracking to parameterise, measure and cluster the campaign in TikTok.
Thanks to this, we achieved more than 3.6M views, more than 43K likes and more than 1.2K comments. We also bet on the participation of press and influencers such as Xoan Ramos, achieving a 106K increase in TCL profile views, 78.8K interactions with the brand, 2.5K shared videos and 17K followers of TCL on the social network. Also, we counted more than 74K likes and 9.2M total views. In addition, #11DePedriTCL was included in 13.9M posts and comments, we tripled expectations!
Silver Award in the Best Digital Activation category
The excellent results obtained from the campaign prompted us to participate in the Eventoplus 2023 Awards, specifically in the category of Best Digital Activation.
Therefore, we would like to express our gratitude to the entire TCL Mobile Global team for their trust in Nanook to carry out this digital action. Our close collaboration has been very inspiring from the beginning to the end of the project, sharing at all times the passion for excellence, creativity and innovation in the digital sector.
The #11DePedriTCL is the result of joint dedication, with countless hours of work invested in a landmark project, highlighted in particular by the ability to measure user responses and interactions in real time thanks to our Digital Hub department.
TCL Mobile Global’s strategic vision and its willingness to embrace the latest social media trends have been key factors in the success of this campaign.