How Entel and McCann Proved Network Power Through Music in Peru
Entel's 2016 Peruvian campaign 'Connecting with What You Like the Most' is a single-film advertisement produced by McCann Lima that demonstrates the brand's network reach by staging a live remote musical performance linking musicians in geographically separate locations across Peru, releasing in August 2016, according to Oxfordbusinessgroup.
Entel entered the Peruvian telecommunications market in October 2014, according to Informacioncorporativa Entel Cl, arriving as a challenger brand in a market dominated by established operators. By the time McCann Lima developed 'Connecting with What You Like the Most', Entel had spent less than two years building consumer awareness in Peru and needed creative work that could translate an abstract technical proposition — network reliability and reach — into an emotional and sensory experience that Peruvian audiences could feel rather than simply read about, according to Portal Mtc Gob Pe. The campaign belongs to the Electronics and Technology category and was published in August 2016.
The central mechanic is elegantly simple. Musicians positioned in different parts of Peru perform together in real time, their synchronisation made possible only by a network capable of sustaining that connection without lag or interruption. The film does not explain the technology; it performs it. This approach places the audience inside the product experience rather than outside it, a structural decision that aligns creative form with brand function. In Peru, where network quality had become a tangible competitive differentiator as mobile penetration expanded rapidly across the decade, the demonstration carries genuine persuasive weight. The campaign earned a Clapboard Score of 67 out of 100, reflecting solid strategic coherence and a focused creative idea executed within a single media asset.
Entel's Peruvian customer base grew 54% during 2016, according to informacioncorporativa.entel.cl, a figure that contextualises the commercial urgency behind campaigns like 'Connecting with What You Like the Most', according to Mercadonegro Pe. The brand had entered Peru in October 2014 with a market share of approximately 5.5%, according to informacioncorporativa.entel.cl, and by the end of 2016 had grown that share to almost 15%, according to the same source — a trajectory that required consistent, high-conviction brand communication to sustain consumer momentum against incumbents including Claro and Movistar, both of which held substantially larger subscriber bases across the Peruvian market.
Peru's mobile telecommunications environment in 2016 was genuinely competitive and expanding. The market contained 36.59 million total mobile lines as of June 2016, according to OSIPTEL, the Peruvian telecommunications regulator. Mobile internet subscribers had grown from 10.2 million in early 2014 to 15.4 million in early 2016, representing approximately 51% growth over two years, according to OSIPTEL. Mobile internet penetration in Peru increased from 35% to 51% across that same period, also according to OSIPTEL. Against this backdrop, Entel's creative strategy needed to do more than generate awareness — it needed to reframe what network quality means to a consumer and attach that meaning to the Entel brand specifically.
McCann Lima's strategic insight was that abstract network claims are forgettable but that a network's capabilities, demonstrated through something audiences already care about — in this case, music and human connection — become emotionally memorable. In Peru, where cultural identity is strongly tied to music and shared experience, the choice of a live remote musical performance as the demonstration vehicle was a culturally grounded decision rather than an incidental creative choice.
McCann Lima constructed the 'Connecting with What You Like the Most' film around a single, self-contained proof: musicians in different locations across Peru perform together, connected in real time by Entel's network. The creative team responsible for the campaign includes Mauricio Fernández Maldonado, Christian Caldwell, Fabrizio Tapia, Ken Tokashiki, Javier Delgado, Fernando Valladares, Jacky Salhuana, and Simdel Rodríguez, according to documented credits associated with the project.
The production approach resists the conventions of telecommunications advertising, which typically relies on montage sequences of smiling consumers or animated network diagrams. Instead, the film commits fully to its premise: the performance either works or it does not, and if it works, the network has proven itself. This binary logic gives the film a quality of tension and resolution that standard product demonstrations rarely achieve. The audience is positioned as witness to something happening in real time rather than as a recipient of a brand's self-assessment.
In terms of craft, the decision to build the entire campaign around one film asset concentrates creative resources and demands that the single execution carry full strategic weight. There is no supporting print campaign, no digital extension documented as part of this submission, and no secondary asset to compensate for any weakness in the core film. That constraint functions as both a creative discipline and a risk: the film must perform its argument completely and compellingly within its own runtime. McCann Lima's lineage in the Peruvian and Latin American market — including the earlier 2015 Entel campaign '26 Times a Mother', produced by McCann Worldgroup Lima, according to Repositorioacademico Upc Edu Pe — suggests an agency with accumulated brand knowledge that informs the tonal and strategic register of the 2016 work.
'Connecting with What You Like the Most' received an Effie LATAM Bronze award in September 2017, with Viviana Exebio Fernández named as the award recipient, according to documented Effie records. The Effie award, which evaluates marketing effectiveness rather than purely creative merit, provides the clearest externally verified signal of the campaign's commercial contribution. No additional verified performance data for the campaign, including reach figures, view counts, or brand uplift metrics, is publicly available beyond this recognition.
The Effie Bronze is nonetheless a meaningful data point when read alongside the broader market context. Entel's customer base grew 54% during 2016, according to informacioncorporativa.entel.cl, and its Peruvian market share rose from approximately 5.5% at launch in October 2014 to almost 15% by the end of 2016, according to the same source. While direct attribution of those results to any single campaign is not possible without controlled measurement data, the Effie adjudication process by definition requires evidence of business impact, meaning the award implies a documented link between creative output and commercial performance.
Structurally, the campaign's single-film format concentrates impact rather than fragmenting it across multiple executions, a decision that tends to favour depth of impression over breadth of coverage. The Clapboard Score of 67 out of 100 reflects a campaign that executes its strategic idea with coherence and cultural intelligence but that, as a single asset without documented amplification, operates within the upper-middle tier of creative effectiveness rather than at the ceiling. The demonstration format remains replicable as a model for network-dependent brands operating in competitive telecommunications markets.
Entel's 'Connecting with What You Like the Most' is a 2016 Peruvian film campaign created by McCann Lima. It demonstrates Entel's network reach by staging a live remote musical performance linking musicians in different locations across Peru, using the synchronised performance as a direct proof of connectivity quality.
McCann Lima created the campaign for Entel Peru. Documented creative credits include Mauricio Fernández Maldonado, Christian Caldwell, Fabrizio Tapia, Ken Tokashiki, Javier Delgado, Fernando Valladares, Jacky Salhuana, and Simdel Rodríguez, according to records associated with the campaign's production and submission.
The campaign won an Effie LATAM Bronze award in September 2017, with Viviana Exebio Fernández named as recipient. The Effie award evaluates marketing effectiveness and implies documented commercial impact, making it the most substantive external validation associated with this particular Entel and McCann Lima collaboration.
Entel entered the Peruvian market in October 2014 with approximately 5.5% market share, according to informacioncorporativa.entel.cl. By the end of 2016, that share had grown to almost 15%, with the customer base expanding 54% during 2016 alone, positioning Entel as a fast-growing challenger to established operators Claro and Movistar.
Peru's mobile market held 36.59 million total mobile lines as of June 2016, according to OSIPTEL. Mobile internet penetration had risen from 35% to 51% between early 2014 and early 2016, also according to OSIPTEL, reflecting a rapidly expanding market that intensified competition between Entel, Claro, and Movistar.
The campaign received a Clapboard Score of 67 out of 100. This score reflects strong strategic coherence and a culturally grounded creative idea executed through a single film asset, placing the campaign in the upper-middle tier of creative effectiveness within the Electronics and Technology category for the Peruvian market.
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