Telmex Colombia: Broadband Internet High Speeds

In 2010 Telmex Broadband was aggressively competing in the Colombian internet access market against two rivals, one local and one international.

Telmex Colombia: Broadband Internet High Speeds

Agency: JWT ColombiaClient: Telmex ColombiaProduct: Broadband Internet

Objectives

THIS CATEGORY WAS MOVING TOWARDS HIGH SPEEDS AND OUR CLIENT WANTED TO OWN THIS SEGMENT. (JUST LIKE EVERYBODY ELSE IN THE CATEGORY).

In the second semester of 2010 Telmex Broadband was aggressively disputing the Colombian Internet access market, competing against the local brand UNE and the international brand Telefónica. Aggressiveness in the telecommunications segment is common in any part of the world, but in this case, circumstances provided a special sense of urgency to all the competitors:

First off, Internet penetration...

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