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The Challenge - Introduce a new telecom player in a market long dominated by a powerful oligopoly.
The Insight - When a few control everything, choice disappears, forcing people to settle for less.
The Idea - Break the oligopoly’s grip and launch WOM as a bold alternative. A brand that speaks up, stands out, and fights for consumers who deserve better.
PR Pre-Launch event - The other telecom companies were acting like crying babies, which served as inspiration to create a unique brand launch event.
Massive inflatable babies represented the competition, and an animated short film criticized the oligopoly. We even staged the brand CEO in chains, symbolizing being on trial for wanting to change the industry's rules for the better. A PR event that had it all!
Brand launch manifesto - We officially launched the brand with a manifesto that was shot in three different locations (NY, Montevideo, Bogota) and amassed over 20 million views on YouTube.
Tacticals - More spots followed to strengthen the brand's presence. The brand kept its promise with a defiant tone and outrageous stories, and forced the other competitors to lower their prices.
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