Our goal for the release of Carlos Vives’ new single and video clip, titled ‘Robarte un Beso’, was to carry out a unique and innovative marketing strategy to amaze fans in a brand-new way. To do so, we created an opportunity for fans to connect with Carlos Vives by way of a phone call from the artist as well as a personalised and autographed photo of him. After entering the website robarteunbeso.com, the fans were prompted to simply provide their names and phone numbers. With a click, a video started playing in which Carlos Vives greeted the fan by name from the recording studio and called them by phone in real time to thank them for their constant support. Before saying goodbye, Carlos Vives autographed and wrote the fan’s name on a photo and sent it via SMS, also inviting the fan to watch his new video. The action went viral immediately.

On the week of release, the official video for ‘Robarte un Beso’ generated more than 20m views, 1m views more than La Bicicleta’s official video during its first week. In just 12 hours, 204,484 fans from 83 countries were called by Carlos Vives, who talked to all of them for an amount of time equivalent to 61 days of uninterrupted communication. The website had 814,573 unique visits and there were 269,599 engagements on Instagram and 132,744 on Facebook. Media from all over the world showcased the initiative on TV, radio, newspapers and online, without an investment, adding an immeasurable value in advertising.