Tuenti: Almost as Incredible as

Sebastián Tarazaga, Dany Minaker, María Quinzio, Mathilde Plisson

Tuenti, the first mobile virtual network operator in Argentina, used a cross-media campaign to increase awareness of the brand and grow its presence in a sector with established players.

Campaign details

Brand: TuentiBrand owner: TelefónicaLead agency: Wunderman BACountry: ArgentinaIndustries: Telephone & internet servicesMedia channels: Direct marketing, Online video, Outdoor, out-of-home, Social media, Television, Websites & micrositesBudget: 3 - 5 million

Executive summary

Tuenti – the first mobile virtual network operator (MVNO) in Argentina – landed in the market facing up to the three major brands that had been established for several years and shared the market equally. Standing up and meeting users' wants with a low budget is quite difficult, nonetheless Tuenti managed to fit within the category...

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