Scam calls are one of the main concerns for consumers today. So much so that many have changed their habits to respond with “Hello?”, instead of “Yes?”, and thus avoid falling into possible scams. Movistar Spain echoes this in its new advertising campaign, with which it presents itself as “the safest network on the market.”
Over the last few months, the company has implemented features that allow users to protect themselves against spam. This has led to the blocking of more than 190 million fraudulent calls in our country since March of last year, which represents 97% of the total, according to a statement.
And that is what Movistar highlights in “Answer again, yes?”, a campaign designed together with the creative agency PS21, and which consists of various advertising activations and advertisements. One of them stages the company’s protection efforts with a series of “guardians” dressed in the brand’s corporate blue who say “No” to all suspicious calls so that a user can answer “Yes?” on the phone.
The campaign is framed in the platform “It’s for you. It’s for everyone.”
In another of the audiovisual pieces, the brand highlights its security system through an army of commercial switchboard operators who, with their sales speeches, harass a young woman’s subway journey. However, you are able to get rid of them by activating the “Spam Call Blocking” function on your mobile phone. In this spot, Movistar claims to be the only operator that identifies spam calls and offers the option to block them forever.
The spots are produced by Harry.
“At Movistar we believe that what passes through our networks is not just data or gigabytes. It is people’s lives. Their conversations. Your decisions. Your money. Your confidence. That’s why there is something that makes less and less sense: that we have to distrust every call or every message. If the network is part of your life, you should also take care of protecting it” commented Aitor Goyenechea, Director of Advertising, Brand and Sponsorships at Telefónica, through LinkedIn.
In this sense, he highlighted that the company has been working for some time on blocking fraudulent calls and suspicious SMS and helping to manage spam. What’s more, he assures that some of the “blue protectors” who appear in the spot are real Movistar employees. “The new network standard is not just about quality and speed. It’s quiet”, he adds.
The ads are launched after the brand installed a banner in Plaza de Castilla, in Madrid, on April 1. On a white background, it only showed the copy “Answer again, yes?”, which gives the title to the campaign and with which for days it has sought to awaken the curiosity of passers-by and users.
The activation has been expanded thanks to the collaboration of influencers and content creators, both from the lifestyle territory and the field of advertising creativity. In their publications they have alluded to both the canvas and Movistar’s functionalities to deal with spam and fraudulent calls.
As the company explains in a statement, ‘Spam calls’ are available automatically and at no cost to practically all customers. It allows you to detect patterns of spam or annoying calls in real time, and displays a warning on the mobile screen when the incoming call is identified as potentially unwanted so that the user can decide whether to answer or not. Since March 30, this option can be activated through the Mi Movistar App, Stores or 1004.
The campaign will be active throughout the month of April and will have nationwide executions on television, outdoor advertising, press, radio, points of sale, digital platforms and social networks.
