Entel: Unlimited Apologies

Entel, the telecommunications company, broke the conventions of the Peruvian telco category with a playfully advertised unlimited-calls plan.

Campaign details

Brand: EntelAgencies: McCann Lima, Spark Foundry Lima, Tribeca Antartyca LimaCountry: Peru

Executive summary

The Peruvian telco market, ruled by the duopoly of Movistar and Claro, had accustomed consumers to depend on the carriers’ private networks. Entel broke the status quo, allowing prepaid consumers to enjoy unlimited calls to any carrier, without using their credit and without depending on private networks. Entel’s unlimited calls offer brought to life its brand purpose of connecting the whole country with a better network and improved service. It also refreshed the sector with relevant communications, providing a fun...

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