Euskaltel: becoming the first local brand

NORTH

EFFIE AWARD(PREMIO EFICACIA)

Challenge

To become the first brand in a saturated market, where large multinationals with a great deal of advertising resources represent the competence.

Strategy

To turn advertising into the most persuasive sign of the company’s corporate identity, creating a unique style based on humour sense and a new approach.

Results

Even with its limited dimensions, Euskatel has achieved to lead the landline/Internet market only in 10 years, beating Telefónica.

To compete in the mobile market with giants such as Movistar, Orange and Vodafone.

To fight with Canal + for reaching a market leader position in pay TV.

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