Campaign details

Advertiser: Entel Perú
Brand: Entel Perú
Agency: Entel Perú Lima
Country: Peru

Objectives

Entel, the newcomer that needed to break the duopoly.

In early 2017 the mobile telephony market in Peru was concentrated in the prepaid mode, which accounted for 70.1% of line volume (Figure 1).

Figure 1: Distribution of lines according to contracted line mode1.

With almost 26 million prepay numbers in a population of 32 million Peruvians, it could be concluded that this modality was reaching its full expansion. Moreover, market composition showed that Movistar and Claro had developed a duopoly: they accounted for 74.8% of prepay lines (Figure 2), and had maintained this clear dominance for 10 years.