T-Mobile District
The ¡Aqui Es Que Es! campaign celebrates the best of our Puerto Rican identity and transmits a feeling that unites, inspires and motivates people to say that in the T-Mobile District it is what it is.
RETO
Increase the cultural relevance of the T-Mobile District by generating a positive feeling on the island that promotes brand loyalty and increased continuous traffic.
IDEA
Use a Puerto Rican expression that makes it clear that Distrito T-Mobile is the place to be in Puerto Rico. This is what it is! Positioning it as the heart of Puerto Rican entertainment and generating an immediate connection with Puerto Ricans by reaffirming that the District is a space for them.
RESULTS
The campaign didn't just capture public attention, it turned it into belonging. With more than 200K cumulative visits And a 80% of return among residents, “Here Is What It Is!” transformed a common phrase into a cultural standard. The jingle crossed from YouTube to TikTok with hundreds of replicated dances, while the redesign of spaces such as Popular Plaza served as the stage for more than 300,000 shared experiences. Thus, the District went from being a place to being an affirmation: this is where Puerto Rican pride lives.