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Movistar: #garecaVuelve

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Movistar coined a term to represent in a single expression all those fans of the Peruvian National Team that support it without conditions: The Unconditional Fans. During the 2018 World Cup in Russia, many brands focused their advertising campaigns on this great achievement that was classified after 36 years. However, once the party was over, the calm returns and again the fever for soccer disappears until the next Qualifying Rounds.
Agency: Y&R, Lima

But not for the Unconditional Fans.

At the end of the 2018 World Cup, also ended the contract of who made this possible and in his farewell press conference, Ricardo Gareca said that he was a free Coach and at the journalists' question of whether he would return, he said “I don´t know and I need time to think about it… That’s why I’m going to Argentina, to think about it”. This sparked a series of love reactions, because the fans felt these words like those of the loved one, when they are unsure about following or not with the relationship.

Faced with this situation, the Unconditional Fans could not be standing by, they understand that as long as there is the possibility of bringing Gareca back, they will do everything possible to convince him. As long as there was love, there was hope.

Then Movistar decided to give voice to the Unconditional Fans. A voice so loud that Gareca could hear in Argentina from Peru, that’s why we created the #GarecaVuelve campaign.

The whole thing begins with a first crazy love thing. It consisted in calling Argentine radio stations to ask for love songs to get Ricardo Gareca's” attention. "Come back" by Ricky Martin, "After you" by Alejandro Lerner. The Argentine DJs could not believe it and joined the campaign.

After that, we put posters on the streets of Buenos Aires where gareca was staying. Finally on July 24th, we published 100 classified ads in the most readed argentinian newspaper El Clarín. The message was the following:

“GARECA, come home to PERU 32 million Unconditional Fans are waiting for you to take us to QATAR/Don’t think about it/RETURN/#GarecaVuelve”

The impact was immediate. El Clarín itself, titled the fact like "Operation Clamor" and even the newspapers that are their direct competition, already were speaking of the news. It was news nationally and throughout the region. Then CNN and The New York Times in the United States, the BBC in London, ESPN around the world, The Telegraph and The Daily Mail of England, Marca, As and El Mundo of Spain joined the campaign. The Unconditional Fans were being known all over the world. We learned how to write "Unconditional Fans" in Chinese, Russian, Arabic, Indonesian, Italian, French, Dutch, Bulgarian, Portuguese, etc. The goal was being achieved.

Major News Agencies like Associated Press also talked about the campaign. Reuters was the only one that reached "el Tigre" who was absolutely silent for the media, while he was thinking about other national teams proposals, and asks him if he knews about the campaign and he answered with his classic humility that “Yes, I am aware and very grateful to the affection of the people”.

Finally, after two weeks of campaign, on August 8th Ricardo Gareca renewed his contract with the Peruvian National Team and the first thing he said at the Press Conference as the new Coach of “La Bicolor”, was to express his gratitude for all the support he received from the Unconditional Fans.
That day we changed the hashtag #GarecaVuelve by #GarecaVolvió.

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