Soccer is the most popular and beloved sport in Perú. Nevertheless, Peruvian National Team had failed to qualify for a World Cup for 35 years. One of the hardest moments in all that Via Crucis was the match Perú vs Ecuador for the 2006 Germany World Cup qualifiers.

In the last minute of the game, Andrés Mendoza failed to score a goal that would have qualified Peru to the 2006 World Cup in 2006. All the critics - and even hate -went on him. Although he was a famous and effective scorer that played in teams of France and Belgium, Peruvians never forgave him.

Until 2016: ENTEL recruit him to launch "UMLIMITED CALLS", a campaign in which Andrés was able to call everybody to ask say sorry for the score he failed and to show that with ENTEL you can make unlimited calls regardless the service provider.

First, we started with a Video (that soon went viral) that showed Andrés Mendoza, regretting about the score he failed. There, he invited everyone who wanted him to apologize to leave their wireless number in the brand fan page so he can call them personally to say sorry.

Before launching the TV commercial, he called the people who wanted an apology. In less than a month, he called and interact personally with more than 10000 persons.

Finally we aired the TV commercial and the IMC campaign, launching the promotion of Unlimited Calls for everyone who decided to change their carrier for ENTEL. To show the benefits of having Unlimited Calls, we show Andrés Mendoza calling everyone making "UNLIMITED APOLOGIES" for the score he failed.

After that we also made some brand content in our social media channels showing Andrés calling his former national team partners to also say sorry.

- The campaign "UNLIMITED APOLOGIES" broke the "Private Networks" of the other carriers, by giving the consumers the choice to make unlimited calls to any other provider, changing the rules of the category. After the campaign, the other providers stop offering "Private Networks" as a competitive advantage.

- During the time of the campaign, ENTEL got more than 100 000 new clients increasing the SOM in +5pp.

- The KPI "Brand with the bet offers and value proposition" increased +10pp

- Sales increased 23% vs previous year.

- Andrés Mendoza was forgiven.