Patricia de la Cuba
Agency Producer at Señor Z
Lima, Peru
TitleMonkey
Agency
Campaign My Number - Movistar
Advertiser Telefónica Móviles
Brand Movistar
PostedJuly 2009
Product My Number
Business Sector Telecommunications Services
Story Through My Number, Movistar users can keep their cell phone number for good, even when the phone gets lost, stolen or damaged. The number will be transferred to the new equipment the user acquires in specially designated points of sale.
Philosophy The strategy of the campaign focuses on the necessity to fight the false paradigm that cell phone and cell number are the same thing, which entails that people are changing cell numbers every time the phone gets lost, damaged or stolen, mistakenly thinking that the number disappeared along with the phone. The brand is also trying to tell people that what they are getting is not a phone but a service. The phone can be changed, but the Movistar number (also known as the service) is for life.
Problem To communicate the service, the agency created the concept “your number always survives.” Through 3 spots, we see 9 numbers as “alive” human figurines inside the phone, ready to abandon and emigrate to a new one before circumstances so extreme as a direct exposure to the sun, the accidental immersion in water…or even a furious monkey that steals a cell phone and beats it up.
Media Type Television
Length
Market Peru
Executive Creative Director
Copywriter
Copywriter
Agency Producer
Sound Producer
Sound Production
Director
Photographer
Editor
Editor
Executive Producer
Post Production
Art Director
Account Director
Production Assistant
Production Company
Director Assistant
Art Director
Art Director
Account Supervisor
Account Supervisor

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