Movistar, one of the biggest telecommunications companies in Argentina, is lowering the cost of unlimited service if its consumer community comes together and gives the brand a certain amount of Facebook “likes,” clicked votes or SMS messages. The idea behind the campaign is that when people come together, each one is able to get more. A commercial tells viewers that after “liking” many useless things, finally there’s a “like” that gives real benefit. “Life is more if you share,” says the ad. The brand is also promoting the concept by asking consumers to vote for which of several bands will perform a free concert.
With Argentineans deeply concerned about the rising cost of living, this is an interesting approach to price sensitivity in the context of inflation. Plus, a mobile provider promoting the idea of community is smart at a time when people are becoming more aware of how electronic devices isolate us from others and affect the way we interact.