Bearing in mind that the competition, Telecom, has also been in the country for 15 years and that they would probably do a traditional communication, FIRE created a television cycle called "Telefónica presents #15 " and its concept: 15 years … millions of calls.

#15 was a cycle watched by one million five hundred thousand people per week with an unprecedented press impact that turned the 15 years of Telefónica in Argentina into a media event.

8-episode cycle of 45 minutes of duration that was aired on the number one TV channel of Argentina during prime time.Directed by renown directors like: Eliseo Subiela, Carlos Sorin, Juan Taratuto, Albetina Carri, Juan Jose Jusid, Flavio Nardini, and Pucho Mentasti.

Each episode began with a phone call that was changing the story and was used as the argument of it and each one was directed by a renown Argentine film director.This way Telefónica, through a media event, was offering its clients and the public in general a special cycle as a way of saying thank you for the confidence placed in the brand during these 15 years.