Movistar Cycling team

Movistar is a challenger brand in Spain, embracing the values of putting in extra effort and going the extra mile to service its customers.

So how could we draw attention to these brand attributes and create good PR for their brand by raising money or charity?

The idea

We set up a race in the Sierra Güejar near Granada between professional cyclist Alejandro Valverde and Chema Martínez, a famous athlete, in a Movistar sponsored event open to the general public and Movistar customers. Promoted at 72 sites throughout the city of Granada, including cycle shops, phone shops, malls and department stores, sports clubs and the University of Granada, the aim of the event was to create some great sports-related branded content for social media channels.

The results

● Unique views: 163.424 (YouTube)

● Earned media value: 339.092€

● And, perhaps most importantly, Forward Media was able to spread the word about Movistar’s brand, and align it to the star qualities of these athletes.