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...