CASE STUDY №5

Telecommunications: Hitting the right audience

Brief description: An animated commercial by a telecommunications provider for a prepaid service where the main character is a witty gipsy king who creates a lot of funny wordplay.

An advertisement from a youth oriented telecommunications provider, Funfón, is built upon a witty character — a gipsy king named Pishta. When testing the ad, the AI software found a clear peak in the ad, independent of age, gender, number of views, etc. In addition, the quantification of the reaction of a population sample tells us that the younger the viewer, the larger the magnitude of the positive reaction to the ad. This ad has done a good job targeting a younger population while maintaining the relationship with the real purchase power — the parents.

Funfón has been using Pishta in advertisements for 6 years, confirming the client’s satisfaction with the creative concept.

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