Our client Telmex Broad band asked us for an idea to launch their new promotion. For the first time people would have access to internet of 10 and 20 MB of speed but paying for the price of lower speeds.To show how good this promotion was we boarded one of the buses that covers the Bogotá to Cali route, and told the passengers that we were taking them to their destination by plane. A ride that would usually take 9 hours would now take them only 35 minutes.

First step was to put the offer “get 4, 10 or 20 megabyte speeds at lower prices” in the form of a simple concept that would be more attractive and give people a deeper sense of how good it was: “High speeds for the price of low speeds.” From there, the search was for a way to take that simple concept and turn cold numbers into an emotional and personal experience for the people: We created a real "high speeds for the price of low speeds” experience and then shared it with the rest of the country.

People shared and commented on it, and within a week of its launch it was one of the most shared videos in the viral video chart.People shared and commented on it and within a week of its launch it was one of the most shared videos in viral video chart.

Monthly sales growth went from 3% before the campaign to 42% right afterwards.

Sales of other products -sold in value pack with broadband- increased by 25% Telmex Broadband went from being the #2 to the absolute market leader in less than two months (Putting an end to the 8 year leadership of its competitor)* Source: Quarterly Report of Connectivity –2010 – ITC Ministry of Technology Information and Communications / http://www.mintic.gov.co/ Colombia