Through My Number, Movistar users can keep their cell phone number for good, even when the phone gets lost, stolen or damaged. The number will be transferred to the new equipment the user acquires in specially designated points of sale.
Philosophie
The strategy of the campaign focuses on the necessity to fight the false paradigm that cell phone and cell number are the same thing, which entails that people are changing cell numbers every time the phone gets lost, damaged or stolen, mistakenly thinking that the number disappeared along with the phone. The brand is also trying to tell people that what they are getting is not a phone but a service. The phone can be changed, but the Movistar number (also known as the service) is for life.
Problème
To communicate the service, the agency created the concept your number always survives. Through 3 spots, we see 9 numbers as alive human figurines inside the phone, ready to abandon and emigrate to a new one before circumstances so extreme as a direct exposure to the sun, the accidental immersion in water or even a furious monkey that steals a cell phone and beats it up.