Strategy: We tell Activa clients the advantages of having a MoviStar contract:-save money on calls-easy to change to a MoviStar contract-cost control-take part in the Points Programme-detailed telephone bill-international call service-five free messages per monthCommunication tone: simple, young ...

RESULTS: 120,000 Activa clients changed contracts in the following two months. Natural migration of Activa clients increased two-fold during the campaign period.