Movistar Case Study
Telefónica Móviles, one of the world’s biggest mobile phone operators, had created and acquired a cluster of mobile phone brands across the Spanish- speaking world, and decided in 2005 to unify them under the Movistar name. In the mobile world, where brand is power, it would have, for the first time, the stature and muscle of a truly global brand.
Sociable and extroverted
Working from Movistar’s brand idea, human technology, Wolff Olins created a new brand image – fresh, dynamic and future-facing – that would enable Movistar to take its place among the world’s great mobile brands – and to stand out. The identity aimed to be more sociable, extroverted, clear and inspiring.
The identity was launched in 2005. It’s the dominant mobile brand in Spain, with 22 million customers, and operates in 13 markets in South America. The brand has given Telefónica huge presence in the Spanish-speaking world, alongside the power of its other mobile brand, O2, in the UK, Germany and Ireland. Movistar has maintained its brand values of reliability, accessibility and creativity. It is Telefónica’s largest brand, consistently comprising 90% of the company’s operating income since the launch of the new brand. Since the new brand launch Movistar’s income has increased 20% per year.