Campaign details
Advertiser: Entel PerúBrand: Entel PerúAgency: Entel Perú LimaCountry: 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:...