The Path of the Gigabyte

Challenge

How could Movistar allow its customers to freely share and/or retain their gigabytes?

Inspiration

In the last four years, everything changed in sociocultural terms, urging people to keep better and conveniently connected given that:

plenty of activities migrated to the digital world;
screentime exponentially incremented;
and the consumption of Social Media, videos, streaming plataforms and App download/use increased as well.

Idea

Movistar had been working for several years on what it called “The Path of the Gigabyte”. In 2018 and 2019, the “Pasa Gigas” (Share Gigas) proposal encouraged users to share and/or exchange their gigabytes with other Movistar customers.

In 2020, the proposal evolved to “Save Gigas” – a campaign aimed at postpaid customers, allowing them to transfer unused gigabytes over to the following month.

In 2021, we launched Version 3.0, where users could themselves pass/request, save, share, win and revalue the Gigas available every month in their Mi Movistar app – enabling them to manage all their gigabytes as they saw fit.

Growth

The campaign has exceeded all objectives set each year and consolidated Movistar’s brand positioning. “Share Gigas” transactions had a huge increase versus previous periods, going from 12k vs. 69k and averaging 130k until April 2022, and “Save Gigas” peaked at 600k transactions in May 2021.