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Day itself, Movistar’s customers discovered that the name of their carrier on their cell phones and tablets had been replaced by the word “Peru”, connecting with the network that best unites them: their own country.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.