Entel - "Unlimited Apologies (Film Case)"

McCann Lima

McCann Lima Lima, Peru

2099

Title	Unlimited Apologies (Film Case)
Agency	McCann Lima
Campaign	Unlimited Apologies
Advertiser	Entel Perú
Brand	Entel
Date of First Broadcast/Publication	2018 / 5
Business Sector	Telecommunications Services
Philosophy	The Peruvian telco market is ruled by pre-paid users as they represent more than 70%. When ENTEL arrived in the Peruvian market in 2014 as a challenger, it needed to be aggressive to try to change the most important rule: calling to numbers that are part of your same carrier is much cheaper than calling to other carriers. That´s why competitors created their own "Private Networks", which worked on the idea that being part of the biggest providers is more convenient. Regarding all this, ENTEL wanted to launch a new promotion for pre-paid wireless users which was unlimited calls to all providers. But being the new one is harder when consumers level of trust in the category is low. So in order to succeed and grow, we needed to raise our sales 10% vs. the previous year and get the best association with "a provider that understands my needs" thus creating an emotional bonding experience.
Media Type	Digital
Length	128 seconds
Chief Creative Officer	Christian Caldwell
Chief Creative Officer	Mauricio Fénandez Maldonado
Creative Director	Fabrizio Tapia
Creative Director	Giovanni Macco
Creative Director	Javier H Delgado
Creative Team	Carlos Banda
Copywriter	Javier H Delgado
Art Director	Fernando Valladares
Executive Agency Producer	Alonso Palomino