Campaign Summary

Tuenti, a mobile phone company based in Argentina, created an online game to generate brand awareness and presence while reaching female millennials.

Strategy

Objective and Context:

Tuenti's customer base primarily consists of young people. To stand out from its three larger competitors, it strives to be playful and address issues that are on the public agenda in an organic way, especially those that are relevant to its younger customer base.

While 90 percent of Tuenti's customers are satisfied with the company, it still struggled to connect with its female audience. In Argentina, women fight to earn the same rights as men and overcome gender inequality — in real life, movies, books, and video games. Tuenti wanted to change that. Despite having the lowest prices in its market, Tuenti still needed to deliver a brand message to position itself favorably among young people. It decided to create a campaign that broke down gender stereotypes to show that Tuenti is a different type of mobile phone.

Target Audience:

Tuenti wanted to reach millennials, who are accustomed to receiving messages from companies on their devices. The brand decided to meet this audience digitally so Tuenti could measure the time this audience spent with its brand, create a database of potential customers, and generate engagement.

Creative Strategy:

The story of the prince saving the princess from peril is all too common, and Tuenti felt it was time to change this narrative and empower young women. Today, many girls and boys spend a great deal of time playing video games, so Tuenti thought a game would be an effective way to reach these younger generations with a message about breaking gender stereotypes.

Tuenti developed Pitaya, a game where the princess rescues herself and overcomes the attacks that women experience every day, including stigmatization, street harassment, and social expectations. The game showcased Tuenti's increased commitment to equality, and by launching it on an important date for society, it provided organic engagement with the millennial women it aimed to reach.

Execution

Overall Campaign Execution:

Tuenti created pitayatuenti.com.ar, where users could play the video game without having to download an app or own a modern mobile device. In addition, Pitaya was launched on March 8, which is International Women's Day.

Mobile Execution:

The Pitaya game was designed to be 100 percent mobile and was created using:

• JavaScript, CSS, and HTML web technologies
• Phaser 3 game framework
• Tiled software editor
• Vector graphics for original illustrations
• Adobe After Effects for frame-by-frame animations

To reach its intended audience, the launch for Pitaya was accomplished with:

• A video trailer
• Banner ads
• Instagram Stories
• Activations geared toward the public and specialized media

Results (including context, evaluation, and market impact)

• In one month, the campaign drove a 21 percent increase in new registrations for Tuenti telephone lines.
• Users played more than 2,100,000 minutes of Pitaya, with an average of more than six minutes per person.
• Tuenti’s database of potential customers grew by 70 percent, which was a 21 percent increase compared to its last campaign.
• Pitaya received a 94 percent acceptance rate from the female public.
• The campaign generated 12,851,702 impressions.