Appearance over recent years of new operators has meant increased competition.

Telefónica needs to offer something more to its competitors in order to become the INTEGRATED PROVIDER OF ICTs.Telefonica decided to develop different “packets” that integrate the company’s products and services.Telefónica’s image in the IT sector was poor, because customers, when commissioning an IT installation or purchasing IT products, had doubts about choosing Telefónica.

Telefónica decided that this new Commercial Strategy had to come through in its communications with customers in this segment.

We created the new campaign to combat three weak points of the brand:1. “FOCUS and COMMON POSITIONING”The need to find a generic concept that provided support for all the communications relating to “Business Solutions”.

2. “INTEGRATED CAMPAIGN”Establish an integrated campaign for all media.3. “AWARENESS”Work on an awareness campaign that stood out both in terms of how it was done and the formats it used.

With “demand simplicity” we wanted to tell our SMEs and professionals to demand from telecommunications providers easier telecommunications products and procedures, to demand things that are uncomplicated

The success of the campaign can be seen by the following data:255,838 Workstations were sold compared with the 200,000 set as the objective for the campaign.This result was 128% more than the objective.This success is a consequence of the 246,595 calls to the Customer Services number from the start of the campaign until April 2007.The campaign's success also derived from the 150,525 visits to the website and recall levels of approximately 45%.