Telcel is the most important cell phone carrier in México with around 62% of market share nationwide. Experiencias Telcel is a program designed to tackle the under exploitation of sponsorships and bought marketing events. As part of the team running the website and overall strategy, the main challenge is to keep up to date and always searching for the last trend to engage with our clients.
TV Ad created by Element for the 2021 Campaign.
How does it work?
A custom CMS platform was designed by Santa Marca, iterating it since 2018 and launching officially the site in February 2019. Since then, the program has gravitated around playful games created within our website as a vehicle to bring our clients amazing experiences, placing them as creators of brand's own story.
Video Created for the Effie Awards México 2020. (Santa Marca/Element/Telcel)
What's Inside?
Content
Along with our design team, we managed to create functional and innovative contents within our extremely strict corporate brand guidelines. Each brand and content had its own identity and target, ranging from mainstream movies and artists to niche products and shows. Meanwhile, contents for direct marketing, nurture marketing and user training were designed to embrace use and reuse of our platform.
UX / UI
Along with creating content, we focused on creating fun and fresh games for the users to play for their prices. Keeping in mind that user's attention has been dropping throughout the years, the main goal was to keep them amused while having a positive experience not only by winning but by participating in our promotions, while also creating spaces for brands and sponsors to interact with our clients organically.
Measuring Our Goals
A richer analytics implementation was developed to create valuable metrics and insights that could help us take better and more accurate decisions when deciding our sponsorships, timing, trends, and user experience. Adobe Analytics (implemented by Metriplica), Google Analytics and Hotjar were used to find this insights, and Data Studio became our source of truth when it came to analysis, integrating all platforms along with custom made API's and reports.
