Telefónica paints the town with 'Kisses'

Revolutionizing connectivity with a human touch

In a groundbreaking partnership with Accenture, Telefónica, a leading global telecommunications powerhouse, has modernized its marketing strategies with the innovative Content Automation Tool (CAT). This multipart content solution has transformed efficiency across all marketing operations, setting a new standard in the industry. It saves employees time and effort while delivering hyper-personalized content that resonates deeply with customers, making every interaction meaningful.

The transformative power of the CAT took center stage with Telefónica’s captivating 'Kisses' centenary campaign. At the heart of this activation lies the celebration of the small, tender moments that define our humanity—like sending a virtual 'kiss' to a loved one at the end of a phone call. With specially crafted marketing materials, the campaign highlights how many calls end in a kiss across Spain's diverse regions.

What once took weeks can now be accomplished in hours. Telefónica is now able to swiftly create content that respects regional differences and can be customized to various Spanish dialects. For example, CAT enabled the creation of over 300 different content pieces from a basic design template in just two days—a significant leap over the previous capacity of 40 assets in several weeks. This is a 7.5x increase in production in less than one-third of the usual time.

Faster content creation, higher engagement

Seamlessly integrated with Telefónica's marketing ecosystem, CAT empowers users to effortlessly create brand-compliant content, without needing technical skills. Its automated dashboard streamlines reporting, facilitating the efficient creation of micro-segmented experiences.

CAT doesn't just simplify content production—it smartens it. Leveraging sophisticated gen AI capabilities, it predicts creative performance using predictive heat map tools, generates and optimizes content variations based on real-time analytics. Its channel-agnostic design offers versatility, enabling content production across multiple platforms through a unified interface. By automating content creation in various formats, CAT enables marketers to produce digital content that significantly enhances campaign reach and impact, thereby improving the customer experience across diverse channels. This content was featured on various platforms and over 1,000 outdoor digital screens, including bus shelters and shopping centers.

Movistar, Telefónica's subsidiary, launched the MiMovistar commercial offer in Spain, transforming their sales strategy by offering users flexibility on their product configuration. This personalized strategy, perfectly aligned with CAT capabilities, enabled Movistar to create highly tailored experiences that deeply resonated with users.

During specific campaigns like “Black Friday," the clickthrough rate (CTR) increased by 249%, indicating a higher level of customer interaction and interest. CAT has also enabled a 96% rise in production efficiency and a 91% enhancement in time to market, demonstrating its profound impact on the company's operations. Through this platform, Telefónica realized an 83% savings in costs and 135% savings in hours for the “Kisses” campaign.

Telefónica's next move with generative AI and global expansion

Telefónica is gearing up to supercharge CAT by integrating gen AI to generate genuine new content that can maximize its performance. This upgrade will power even more sophisticated content customization, enabling automated performance-based optimizations and automated tailored messaging for diverse audiences. It will also simplify Telefónica’s marketing content production even more, allowing for real-time adjustments and meta-tagging optimizations based on customer data and feedback.

Telefónica is set to expand CAT's presence into Germany as well as its HISPAM group unit, which includes assets and operations in Argentina, Chile, Colombia, Ecuador, Peru, Mexico, Uruguay and Venezuela. Through this expansion, Telefónica is poised to broaden its international presence, fueled by a dedication to innovation, enhanced business performance and deeper customer satisfaction.