Telecommunications company Entel launched a campaign video and accompanying website to highlight its expanded coverage in Peru. In the video, some of Peru’s best musical talent comes together to play a single Peruvian folk song, Valicha. However, each musician plays from a different location; they are set-up in forests, mountains, cities, and villages, each equip with a touchscreen phone and a microphone. Despite their diverse locations, all of the musicians are able to play together in real time because of Entel’s expanded coverage.

On the website, visitors are invited to create their own rendition of the song by clicking on buttons that play each instrument separately. Entel directly connects the visitor to the music, further emphasizing their message of inter-connectivity. Music and technology are two of the world’s greatest “unifiers”. At risk of sounding sappy, music’s function as a universal language moves the message of the video beyond the furthest corners of Peru; the notes of a guitar and the beat of a drum do not hail from only one country, one culture, or one clan. Entel does not claim to just unify Peru with their alleged outstanding coverage; their dialogue can be extended to the world where connectivity is often taken for granted.

Entel wants to show a connected world by using the likable medium which has long connected us most: music. By placing Peruvian artists from different settings in a range of beautiful locations to play a traditional song, Entel’s quasi-nationalistic message melodiously reaches its target audience. It promises more than just coverage; the new campaign promises a connection to one’s roots.

Credits:

McCann Lima

GCD: Mauricio Fernández Maldonado / Christian Caldwell
CD: Fabrizio Tapia / Ken Tokashiki
Copywriter: Javier Delgado
Art Director: Fernando Valladares
Agency executive producer: Jacky Salhuana