The Challenge

To strengthen its market position and gain a larger share, Telecentro needed to leverage insights from previous digital campaigns. These insights revealed key attributes that set Telecentro apart from its main competitor, which had previously dominated the market.

The Dandy Approach

We launched the “Attributes” campaign, designed to highlight Telecentro’s unique selling points. The campaign featured five engaging spots using a classic split-screen technique and a dose of humor to emphasize that Telecentro offers more value for less money: “There is not much to think about, switch to Telecentro.”

To further boost the campaign, we recommended that Telecentro collaborate with Tribu, the strategic marketing agency led by Pablo Gazzera, former EVP of Unilever London. This data-driven creativity was a game changer for the campaign, resulting in five impactful pieces that were grounded in strategic insights. The campaign successfully positioned Telecentro as a co-market leader with a 30% market share, matching its main competitor.

About

Telecentro is a leading telecommunications provider in Argentina, with a history dating back to 1990. Offering a broad range of services including cable TV, internet, and both digital and fixed-line telephony, Telecentro needed to enhance its market positioning and increase its share.