Telefónica Celebrates 100 Years

In 2024, Telefónica celebrated its centenary, a historic milestone that few brands in the world get to achieve. Considering this unique event, Havas Media, media agency and strategic partner of Telefónica for years, wanted to pay a special tribute and offer a surprise gift to one of Spain’s most enduring and iconic brands. This gesture aimed not only to celebrate the company’s history but also to highlight its fundamental role as a connector of companies, people, and institutions over the past century. To honor the trustful relationship between the media agency and the telecommunications company, Havas Media proposed an innovative initiative that reflects Telefónica’s magnitude: a surprise congratulatory message aired during prime TV time, in which major brands – clients of Havas Media – from across the Spain market would join, selflessly, to pay tribute to Telefónica. 

To discuss Telefónica’s origins, we must travel back to Spain on April 19, 1924, the day the telecommunications giant began its journey. One hundred years later, Havas Media, Telefónica’s media agency for nearly two decades, prepared to celebrate the centennial of the company with grandeur. A milestone of this magnitude required a unique and significant celebration, and Havas Media knew exactly how to make it memorable.

The strategy was simple yet innovative: interrupt their own advertisements for one day by using the final 10 seconds of their existing commercials to deliver a congratulatory message to Telefónica. This resulted in a unique advertising block consisting of six modified commercials, forming a collective message of celebration. 

These special advertisements were broadcasted during prime time on major Spanish television channels, including Antena 3, Telecinco, DKiss, DMax, and Paramount Network. The timing was strategic, airing just minutes before Telefónica’s official centenary celebration, ensuring maximum visibility. 

To ensure that the campaign reached an even broader audience and enhanced its overall impact, the initiative was amplified through other channels. A press release was distributed to general, regional, and industry-specific media outlets. On LinkedIn, the campaign was further promoted through both local and global profiles of Havas Media, as well as by some of the participating brands themselves. Additionally, the campaign gained organic traction on social media, generating widespread engagement and reinforcing the message of unity and celebration across digital platforms. 

This action represented a novel use of television advertising, transforming a standard 2-minute and 30-second commercial block into a unified message. The resulting advertisement transmitted an integrated message of unity and collective commitment among advertisers, honoring Telefónica’s monumental achievement. 

The campaign’s innovative approach and strategic amplification yielded impressive results. In just 48 hours, it achieved over 19 million impressions and surpassed 50 GRPs, reflecting its significant television impact. On digital platforms, the campaign reached more than 5 million potential users, with over 200 social media mentions contributing to its organic growth. The initiative also gained coverage in more than 55 print and online media outlets, reaching an audience of over 13.8 million. This extensive visibility generated a media value – €96.000 of VPE and €126.000 of PR Value – demonstrating the powerful reach and effectiveness of the campaign across multiple channels. 

Telefónica’s 100-year celebration was more than just a moment in history—it was a demonstration of how businesses can come together to support and uplift each other in meaningful ways. Through the collaborative efforts of Havas Media and some of Spain’s most iconic brands, Telefónica’s centenary was marked with creativity, innovation, and a shared sense of pride. This campaign not only celebrated Telefónica’s past but also reinforced its future mission of connection and progress for all.