In Chile, telecoms tend to communicate the exact same way, focusing on price-based tactics. So it’s no surprise that telecos have traditionally been viewed as a commodity. So when Nextel decided to undergo a rebrand, they turned to Anchor to reinvent what a Chilean telco is all about.
Anchor launched WOM as a telco with a rebellious, innovative spirit and a strong orientation towards superior service and value. The key insight to achieving this positioning was that Chile is the midst of a disruptive political, economic and social cycle; distrust of public institutions and big business is high. So we wanted our communications to create an impossible-to-ignore dialogue — about the dishonesty of the telco industry, the corruption of the political class, and the necessity of minority rights. We wanted to pull the competition out of their comfort zone and make Word Of Mouth the essence of WOM.