Tuenti: Pitaya, the princess needs no saving

Tuenti, a mobile network operator, increased sales in Argentina by launchng a video game that placed its female heroine at the center of a fight against gender stereotypes, during Women's Day.

Campaign details

Brand: TuentiLead Agency: Wunderman BARegion: LATAM

Objective

90% of Tuenti users are happy with the company, but we still couldn't connect with young women.

In spite of having the lowest price in the market, we had to carry out a branding action with a strong message that would position us among young people and highlight our brand concept: Tuenti is a different mobile phone. And we did it by breaking down stereotypes.

We grew up watching how princesses were saved by blue prince. We felt it was time to change this, empowering the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands