Barely a year after renewing its identity and launching a new positioning on the occasion of its tenth anniversary, Lowi begins a new chapter in its communication strategy with the help of LLYC, which will manage the creative account after winning the contest organized by the brand last February. With “Hasta Lowi”, its new campaign, the teleoperator highlights the affordability of its proposal.

It does so within the framework of the “That point of more” platform, launched in April of last year together with the agency Sra.Rushmore which, after developing the brand’s creative strategy since 2014, is now handing over the baton to LLYC. Lowi thus expands the agency’s client portfolio, among which is also Vodafone Spain, a group to which Lowi belongs.

The new campaign seeks to connect Lowi with users from a more emotional and mobilizing territory, inviting users to consider the brand’s offer as an alternative to those companies that do not give “that extra point.” With this, Lowi highlights its prices, the possibility of choosing platforms, the reliability of its network or the quality of its customer service.

It consists of two different spots in which the expression “Hasta Lowi” encourages consumers to say goodbye to teleoperators that do not provide differential value and join Lowi. The invitation is expressed through the catchy phrase, which aspires to become part of everyday language, and the jump that customers disenchanted with other operators make from diving boards to a pool full of red balls, which symbolize the dot of the “i” that characterizes the brand. With this, it raises the moment of changing operators in an almost liberating experience and connects directly with its strategic positioning “That extra point”

Both pieces have been filmed in the Olympic swimming pools of Montjuic, in Barcelona, ​​with production by Lee Films and direction by Sega. Although both present an original staging, a direct and close language, and the same visual and narrative structure, each one presents different types of clients and reasons for the change, such as variability in the price or the impossibility of customizing the rate.

The spots are complemented by graphic pieces made by photographer Anne Roig, which can be seen in digital media, outdoor advertising and points of sale. The campaign, active since May 13, will also have executions on television, social networks, and radio, following Dentsu’s media planning.

As part of the campaign, Lowi also launches an offer for 30 euros per month, which includes 600 Mbps fiber with installation and free WiFi 6 router and two unlimited mobile lines with 25GB each at maximum 5G speed.