Brand owner: Telefónica
Lead agency: Wunderman BA
Industries: Telephone & internet services
Media channels: Online video, Social media
Budget: Up to 500k
Young people are a key segment for the category, but Movistar – one of the main telcos in Argentina – was not connecting with them well. Being a powerful brand with a strong background, it was difficult to move it from its traditional communications. However, we were aware of our audience's behaviours and needs, so we decided to push further and do something totally different.
We wanted to connect with the audience through an integrated value proposal, not only product-wise, but also as a mean of communication. Therefore, we detected and maximised an offer that suited them, the Exchange Plan (El Plan Canje), using their language, the language of the internet.