Movistar: Multiplicate

Movistar, one of Argentina's main telcos, used an entertainment-based social media campaign to launch its new communication platform and strengthen its bond with the prepaid segment.

Campaign details

Brand: MovistarBrand owner: TelefónicaLead agency: Wunderman BACountry: ArgentinaIndustries: Telephone & internet servicesMedia channels: Competitions & contests, Online video, Social mediaBudget: 5 -10 million

Executive summary

In February 2017, Movistar (one of the main telcos in Argentina) launched its new communication platform, Elegí todo (Choose everything), generating the challenge of having to rethink the communication of Multiplicate, one of the brand's most successful offers and campaigns.

The new strategic framework was far from the sense of humour and absurdity we had been using. This new approach...

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