Entel Perú: Unlimited Apologies

Entel Peru, the Peruvian telecommunications company, increased prepay sales by using an emotionally meaningful sports figure to highlight the company’s selling point of letting Peruvians talk to any operator.

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:...

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