Colombian Ministry of Information and Communications Technology: My Line

The Ministry of Technology and Communications (MinTIC) in Colombia ran a simple but effective campaign that successfully provided 99.3% of Colombians with access to the internet.

Campaign details

Brand: The Colombian Ministry of Technology & CommunicationBrand owner: The Colombian Ministry of Technology & CommunicationLead agency: MullenLowe SSP3Country: ColombiaIndustries: Government, social policyMedia channels: Direct marketing, Mobile & apps, Outdoor, out-of-home, Radio & audio, Television, Voice, chatbotsBudget: Up to 500k

Executive summary

This is a very different innovation story.

In a world obsessed with moving forward and embracing the latest technology, we looked back.

For the first time ever, we harnessed the power of ‘old technology’ to open access to ‘new technology’ for people living...

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