“6000913 — My Line”

In our class Introduction to Advertising and Public Relations, after the completion of the previous project associated with the finalization of our brand ambassadors project, we were asked to take over a task. This new project is about selecting a brand that topped Best Ads Awards for 2018 in Cannes Lions International Festival of Creativity in order to create a case-study presentation of it #InterculturalCommunication focus.

First of all, as a team we have arranged to meet so we can watch together all the videos and then decide which of the Best Ads Awarded video we would choose to deal with. Many of the videos seemed to be of particular interest and for that reason, it was very difficult for us to select only one of them. After a lot of time passing by, we ended up choosing the “My Line”. “My Line” is an innovation of the Advertising campaign “Columbia Ministry of Communication and Technology” and of the agency “MullenLowe SSP3 Bogota”. The country to which the video refers is Columbia.

Secondly, the advertisement of “My line” starts with indicating the Google platform where everyone who use it can find everything their hearts desire. After that, emphasizes that in Colombia, many people in remote regions still do not have access to internet or smartphones, something that we can not believe as we can not live without it. Then, it introduces the “My Line”, a traditional telephone landline people can call no matter the moment, the place or the device. It is powered by Google’s voice assistant and is available by calling 6000913 and asking any question. After the wide range of examples about the use of “My Line” that were mentioned, it is highlighted the fact that there will be no place in Colombia without access to information even where there’s no internet.

Moreover, this campaign addresses a very significant issue. More specifically, it underlines the lack of access to internet and information in degraded regions in Colombia. There are many citizens that, due to poverty, are not able to afford paying for internet connection or buy a smartphone or a laptop. Therefore, Colombia Ministry of Communication and Technology creates a telephone line, which provides citizens a variety of informations, helping their everyday life. For example, this app could be useful for giving informations about the weather broadcast or even for TV programs.

Furthermore, we were asked to do some background research related to the aspects/elements that have earned this campaign the top Creativity Award recognition. It is remarkable the fact that “My Line” won Top Creativity Award. Specifically, the Cannes Lions International Festival of Creativity has awarded its Innovation Lions Grand Prix to “My Line” from “MullenLowe SSP3” for the Ministry of Communications and Technology of Colombia. The Innovation Lions honor ground-breaking innovation, technology and problem solving. Standalone technological solutions including tools, products, models, platforms and other forms of ad tech are also recognized, as well as creative campaigns utilizing new tech.

This is our advertising analysis:

https://show.zohopublic.com/publish/eirjmf4d60a91f28746c4942337025ea63807?viewtype=1