Movistar: The Exchange Plan

Telecoms brand Movistar used digital and social media to target young people in Argentina and grow market share in that category.

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...

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