Campaign details

Brand: Movistar
Brand owner: Telefónica
Lead agency: Wunderman BA
Country: Argentina
Industries: Telephone & internet services
Media channels: Competitions & contests, Online video, Social media
Budget: 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 had a more emotional and solemn tone and style. In addition, we had to strengthen the bond with the prepaid segment, bearing in mind that, at that moment price was a key factor for Argentines to decide what to buy.

Market background and objectives