
Full Launch Campaign
The other telecom companies were unhappy and concerned, threatening with lawsuits and acting like crying babies. We used this 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. This PR event had it all!
Challenge: Launch a new telecom company in a country controlled by an oligopoly.
Insight: With control comes manipulation, so customers settled for whatever traditional telecoms offered.
Idea: Shatter the oligopoly and position WOM as a bold, brave brand—a game-changer for people who want and deserve more.
Manifest
We officially launched the brand with a manifest that was shot in 3 different locations (NY, Montevideo, Bogota) and amassed +20 million views on YT.
Tactics and KV
More tactics and shorter TV 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.