Developing the motto "I think before I act", but maintaining the social essence and giving space to the core elements of the campaign: the initiatives that aim to transform the world. The aim is to position Yoigo as a committed and aware player, while connecting with its core target: millennials.

Currently, brands have it harder than ever. They compete not just with other brands but also with the countless audiovisual options, media outlets and creators vying for the target audience’s limited attention as they scroll endlessly.

It seems like finding a niche is mission impossible, but the key is to define what we communicate (the content) and how we communicate it (the format).

With regard to the content, we develop "I think before I act", understanding that stories told in a fun way connect much better with society than informational and traditional media content. We found the best formula and in 2023 "I think before I act" shifted from simply giving a voice to social issues to engaging with them with a more entertaining approach. From niche stories connecting with a small number of people, to addressing broader topics of general interest and current relevance that concern society.

In addition to defining the content, we need to communicate it in the best possible way. This is why we use a format that is currently incredibly popular in Spain. Spain is the European country with the highest number of podcast listeners.

This is how "I think before I act" was born. Yoigo's first podcast on change and for change.

A new podcast in the era of podcasts must be different, distinctive and 100% Yoigo. Different elements participate in the ideation process.

First, we asked two high-profile hosts who provide the counterpoint we were looking for to participate in the initiative: Mónica Carrillo, for her expertise and preciseness, and Andrea Compton, for her humour, spontaneity and her ability to make light of any topic. We also had Pablo Meixe, a new creator on TikTok, as our reporter, responsible for listening to society's opinion with interviews on the street.

We also invited a talent (celebrity or influencer) to each podcast episode, who would give their views on the topic while adding interest and visibility to the podcast. Talents such as Octavi Pujades, Moderna de Pueblo and Oyirum. And, most importantly, we give a voice and space to a leading initiative. The project's core. Shining a light on individuals who, with just one click or a pivotal moment, contribute to transforming the world, expecting nothing in return.

After defining the faces and voices of the podcast, we also had to differentiate ourselves in terms of the structure. A specific structure for "I think before I act". A structure with two key parts that take us from the unknown to action.
The storytelling part is what we call "I think". A part in which discussions shed light and encourage reflection on the topics that concern society. And another storydoing part, or "I act". A part with the different ways of acting, of the initiative and at individual and group level, with the final aim of ensuring that each person has the tools required to act from their own home.

With so much content available, we need to build a different visual identity that differentiates us and attracts the attention of listeners. An animated header and a jingle at the start of each podcast episode. A set with its own colour palette, one that recalls Yoigo's visual world. Blocks of colours to identify the speaker: fuchsia for the presenters, green for the talents, and blue for the initiatives. A unique and memorable resource: dual screens. With dynamic shots, both general and close-ups, to enrich the content of each chapter. A resource you can find in the podcast on YouTube, Spotify and on the website, as well as in the highlights on social media in which you can find "I think before I act".

We defined a plan with two strategic approaches to distribute the podcast: an launch campaign and its "always on". All with a view to guaranteeing that people discover the podcast and want to listen to all the episodes.

Because we are transforming "I think before I act", we need a presentation to society that puts it on the map and boosts its visibility. All with a launch campaign that features a broad mix of media, such as social media, displays, connected TV, audio platforms and influencers, among others.

With regards to the "always on", we launched a new chapter on our website, YouTube and on the different podcast platforms every two weeks, such as Spotify, Ivoox, Podimo, Google podcasts, Amazon Music, Tune In, etc.

Quality content needs a good dissemination strategy, understanding that not all users behave the same when consuming content. Some prefer to watch or listen to a full episode that lasts over 45 minutes. But some prefer short content, or prefer to read and share short headlines.

We therefore extracted 5 to 10 highlights from each chapter. Shareable pieces that present the themes, the guests, and the best moments, creating a desire to listen and watch more.

A strategy to create a snowball effect, growing the number of listeners with each chapter and highlight launched.