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Mobile Advertising

Silver Winner

Entrant: Y&R Peru, Lima

"Connected with Peru"

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Corporate Name of Client: Movistar
Agency Account Supervisor: Anne Achata
Agency Account Director: Manuel Ahumada
Client (Approval): Luis Eduardo Garvan
Agency: Y&R Peru, Lima
Executive Creative Director: Flavio Pantigoso
Creative Directors: Jorge Soto/Charlie Valderrama
Copywriter: André Toledo
Art Director: Jorge Rocca
Head of Production: Patricia De La Cuba
Agency Producer: Malena Mellado
Production Company: Cine 70, Lima
Director: JP Quiróz
Executive Producers: Iris Otero/Dorothy Pita/Marylin Melgar
Animation Company: Zeppelin, Lima
Sound Design Company: Vinylo Sound, Lima
Music Composer: Ricardo Nuñez
Production Studio Company: LaNako Producciones, Lima
Post Production: Jaime Oyakawa
Field Producer: Claudia Incio
Head of Art: Christian Sánchez

Description of the Project:
July 28th is Peru’s Independence Day and Movistar –the leading telecom company in Peru- wanted to greet its over 15 million customers in an unconventional way, thus setting itself apart from all other brands that greet the nation that day.
On Independence day all the brands compete to communicate their love for their country. And Movistar wanted to greet their 15 million customers in a different way.
On Independence Day itself, Movistar’s customers discovered that the name of their carrier on their cell phones and tablets had been replaced by the word “Peru”, connecting with the network that best unites them: their own country.
This action was supported by press ads, billboards and posts on social networks with the message: "Today, we all connect with Peru".
With a low budget idea, the action caused great commotion on social networks nationwide, generating thousands of positive comments. Several local celebrities spontaneously made positive comments on their social networks regarding the action.
The hashtag #ConnectedwithPeru was a Trending Topic for two days in a row.