Campaign details

Brand: Tuenti
Brand owner: Telefónica
Lead agency: Wunderman BA
Country: Argentina
Industries: Telephone & internet services
Media channels: Direct marketing, Online video, Outdoor, out-of-home, Social media, Television, Websites & microsites
Budget: 3 - 5 million

Executive summary

Tuenti – the first mobile virtual network operator (MVNO) in Argentina – landed in the market facing up to the three major brands that had been established for several years and shared the market equally. Standing up and meeting users' wants with a low budget is quite difficult, nonetheless Tuenti managed to fit within the category and, as amazing as it may seem, become the different company that provides what users really want.

Market background and objectives

Despite constant innovations and attempts to improve, users believe that the prices of plans do not correspond to quality of service. Their complaints cover: price increases without prior notice; bad attention; and the obstacles they suffer when they want to change from one company to another (which is not the solution either, because for them "they are all the same #ç!@¢"). In short, they do not feel cared for by or close to these brands and, what is worse, they totally depend on them.