Campaign details
Brand: MovistarBrand owner: TelefónicaLead agency: Wunderman BACountry: ArgentinaIndustries: Telephone & internet servicesMedia channels: Online video, Social mediaBudget: Up to 500k
Executive summary
Young people are a key segment for the category, but Movistar – one of the main telcos in Argentina – was not connecting with them well. Being a powerful brand with a strong background, it was difficult to move it from its traditional communications. However, we were aware of our audience's behaviours and needs, so we decided to push further and do something totally...