July 28th is Peru’s Independence Day and Movistar wanted to greet its over 15 million customers in an unconventional way, thus setting itself apart from all other brands that greet the nation that day.

On Independence Day itself, Movistar’s customers discovered that the name of their carrier on their cell phones had been replaced by the word “Peru”, connecting with the network that best unites them: their own country.

One week before, Peruvians had been exposed to spots showing situations and personalities connecting with their Peruvian culture. To represent this connection, we used the typical signal strength bars next to the message: "Connected with Peru".

This action was supported by press ads, billboards and posts on social networks with the message: "Today, we all connect with Peru".

On July 28th at 00:00, Movistar, from its headquarters, changed the name of the carrier that appears on all its cell phones around the country from “Movistar” to “Peru” – an action never undertaken before in history, which took all of Movistar’s over 15 million customers pleasantly by surprise.

This action was supported by press ads, billboards and posts on social networks with the message: "Today, we all connect with Peru".

The action caused great commotion on social networks nationwide, generating thousands of positive comments. Pleasantly surprised, many users took screenshots of their cell phones and shared them. Many users of the competition even showed their jealousy by commenting how much they also would have liked to connect with their country that day. Several local celebrities spontaneously made positive comments on their social networks regarding the action, which helped spread the idea.

The hashtag #ConnectedwithPeru was a Trending Topic for two days in a row.