Movistar's third star

Medal Won

• 🥉 BRONZE – Technology and Telecommunications

Campaign Overview

Post-pandemic, reliable internet connectivity became essential for work, education, and entertainment. Movistar Fibra had been recognized for the third consecutive year by Ookla as offering the fastest and most stable fiber optic network in Argentina. However, despite this recognition, Movistar Fibra faced low consumer awareness and a strong association with mobile telephony.

The campaign, Movistar’s Third Star, capitalized on Argentina’s euphoria after winning the World Cup to position Movistar Fibra as a champion in connectivity. By blending the pride of winning a “third star” in sports with the pride of achieving superior internet quality, Movistar connected emotionally with its audience and drove adoption.

Creative Concept

The campaign celebrated Movistar Fibra’s achievements by linking them to digital “champions” in various fields:

• Digital Icons: Featured notable figures such as streamers, content creators, and even robotics world champions, each embodying the benefits of superior internet speed and reliability.
• Football Inspiration: Incorporated football humor and World Cup pride to create relatable, engaging content.
• Accessible Messaging: Highlighted key benefits, including the fastest internet, competitive pricing, and bundled offers like three months of free Movistar TV.

Execution Strategy

1. Integrated Campaign: Combined TV commercials, social media, and digital platforms like Meta, Google, and TikTok.
2. Multi-Tiered Approach:
   • Upper Funnel: Broad awareness through commercials and influencer content.
   • Mid Funnel: Segmented content focused on driving engagement and clicks.
   • Lower Funnel: Always-on ads with calls to action for sign-ups.
3. Localized Focus: Targeted regions with higher fiber penetration, such as AMBA and SUR.

Impact and Results

The campaign delivered exceptional outcomes:

• 233,300 new users, achieving a 25.43% increase in customers by Q4 2023 and surpassing the 22% growth target.
• +2.8% increase in Brand Power, consolidating Movistar Fibra’s leadership in differentiation (+16pp) and relevance (+11pp).
• +7pp in exclusive consideration among non-customers, outperforming key competitors.
• Achieved a historic peak in brand metrics, reinforcing Movistar Fibra as a top choice for internet services in Argentina.

Why It Worked

Movistar’s Third Star successfully merged national pride with superior service quality, creating an emotional connection that resonated with Argentines. By aligning a technical benefit (speed and stability) with a cultural moment (World Cup victory), the campaign reinforced Movistar Fibra’s leadership in connectivity and drove tangible business results.