Campaign details
Brand: TuentiBrand owner: TelefónicaLead agency: Wunderman BACountry: ArgentinaIndustries: Telephone & internet servicesMedia channels: Direct marketing, Online video, Outdoor, out-of-home, Social media, Television, Websites & micrositesBudget: 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...