Kunay + Combo
Kunay is the first argentine company to offer integrated telecommunication packages from the same brand, combining Internet, cable television, and telephone service. We worked to turn the brand's promise into a material reality. What voice does the brand need to reach all the country? What message does it want to send out? We thought how to make of Kunay a unique brand: a new concept in telecommuncations.

How did we get started?
To enter into the telecommunication market successfully, Kunay had to communicate to clients about their unique integrated service in their language. Subscribing to Kunay meant big benefits, communication and entertainment in a single trusted brand. This concept of converged services was key to their success.

What were we looking for?
Our objective was to transmit the importance of Kunay's converged services, which were of great differential value to the brand, along with the grassroots inspired background of the brand. Kunay, which is based in Ushuaia, known as the town at the end of the world, represented a southern tradition of preserving history, and wanted to generate an empathetic relationship with its clients.

How did we do it?
Through market studies of local telecommunications brands, we found that no other integral service was available. We also learned that brands offering just one service were not interested in generating identities or unique personalities. Clients were being forced to choose one brand over another solely based on geographic or economic factors. Brand references from Europe and the United States emphasized more human aspects and personality, with information packages that converged in a single brand. These were the attributes we wanted to build into the Kunay image. To show it's not just a brand that offers a service, but a community, a concept, the choice for a different type of consumption.

What did we achieve?
We helped build Kunay up into a company using it's unique integrated services, and traditional background. Kunay has a story, a connection to people, and has generated the sensation of being a brand near to everyone's home.