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.

Because through a promotion, the brand gave consumers the possibility to receive an apology from a professional footballer who made a mistake and had never apologized for it.

In Perú, more than 70% of consumers have a pre-paid wireless plan and telco category is a "price driven category". Besides the price driver, brand research showed that other drivers for consumers to change wireless provider, was to feel that "the provider understands my needs". So we explore other target needs.

70% percent of our consumers identify soccer as their favorite sport. But when love is big, deceptions it causes are bigger: Peruvian national team hadn´t qualify to a World Cup for the last 32 years. And for Peruvians, one of the biggest responsible is Andres Mendoza, a soccer player who failed to score in a definition qualifying game for 2002 World Cup. He never said sorry. To show how much people you can call with this promotion, ENTEL gave the chance to Andrés to say sorry and made consumers feel that ENTEL really knew their needs besides functional benefits.

Peruvian telco market is ruled by pre-paid users: they represent more than 70% When ENTEL arrived to the Peruvian market in 2014 as a challenger it needed to be aggressive to try to change the most important rule: calling to numbers that are part of your same carrier is much cheaper than calling to other carriers. That´s why competitors created their own "Private Networks", which worked on the idea that being part of the biggest providers is more convenient.

Regarding all this, ENTEL wanted to launch a new promotion for pre-paid wireless users: unlimited calls to all providers. But being the new one is harder when consumers level of trust on the category is low. So in order to succeed and grow, we needed to raise our sells in 10% vs previous year and get the best association with "a provider that understands my needs" creating an emotional bonding.