Unusual birthdays as an unusual way to capture data.
As the pandemic hit in March 2020, Distrito T-Mobile saw an opportunity with those turning a year older during those first few months of the year when strict lockdown measures were put into place. Stuck at home away from family and friends, I think we can all agree these were some pretty weird and lonely birthdays.
Set to be the most innovative and unique entertainment center in Puerto Rico, and as a brand associated with everything fun and celebration, we decided it was up to us to Distrito T-Mobile to make it up to everyone having a sucky birthday.
We designed a content strategy to invite those with ruined birthdays to sign up for the boldest most exclusive celebration at our impressive venue. Traffic was directed to a landing page, were those interested could sign up to receive updates and more information on their delayed but surely coming birthday.
The strategy has been our largest and most successful data recollection effort to date, with astounding levels of organic participation in the first 48 hours.
Even though restrictions became less strict over time, we have still yet to celebrate big. Hopefully we will be able to do this responsibly sometime soon in 2021.
Credits
Agency: DDB Latina Puerto Rico
CEO: Edgardo Rivera
CCO: Enrique Renta
Creative Director: Mauricio Cortés
Art Director: Mauricio Cortés
Senior Copywriter: Patricia Pérez
Account Executive: Anadys Félix