{"id":10292,"date":"2026-10-20T10:31:13","date_gmt":"2026-10-20T09:31:13","guid":{"rendered":"https:\/\/www.vccp.com\/spain\/?post_type=work&p=10292"},"modified":"2026-10-20T10:31:34","modified_gmt":"2026-10-20T09:31:34","slug":"movistar-swap-the-beautiful-feeling-of-always-having-something-new","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/spain\/work\/telefonica\/movistar-swap-the-beautiful-feeling-of-always-having-something-new","title":{"rendered":"Movistar Swap: The Beautiful Feeling of Always Having Something New"},"content":{"rendered":"
\n
\n \n \n

There’s something truly special about getting something new. But what if we could experience that feeling again and again?<\/p>\n

Movistar challenged us to develop a communications platform that would connect its Movistar Swap service with the emotions that come with getting a new iPhone. The goal was to showcase a proposition that allows customers to access the latest iPhone models through a monthly payment plan and upgrade every two years, turning a functional benefit into an emotionally engaging experience.<\/p>\n

The project also marked the beginning of our creative partnership with Movistar, following eight years of working with Telef\u00f3nica in Spain.<\/p>\n <\/div>\n<\/section><\/div>\n\n

\n
\"\"<\/figure>\n<\/div>\n\n
\n
\n \n \n

“Enjoy the beautiful feeling of always having something new.”<\/strong><\/p>\n

We started with a universal insight: the best thing about getting something new isn’t simply owning it, but everything we get to experience because of it.<\/p>\n

Building on this idea, we created a new creative platform for Movistar Swap that connects technological innovation with people’s everyday experiences. An approach that celebrates the excitement, curiosity and endless possibilities that come with getting a new iPhone.<\/p>\n

The platform came to life through two integrated campaigns: the first focused on the iPhone 17, followed by a second campaign accompanying the launch of the new iPhone 18 Pro.<\/p>\n

Both campaigns were brought to life through a 360\u00b0 communications strategy, spanning traditional television, connected TV, digital out-of-home, large-format outdoor advertising, audio, digital channels and social media.<\/p>\n

One consistent, flexible creative idea designed to work seamlessly across different formats and campaign moments.<\/p>\n <\/div>\n<\/section><\/div>\n\n

\n
\"\"<\/figure>\n<\/div>\n\n
\n
\n \n \n

With Movistar Swap, we transformed a device access and upgrade proposition into a communications platform built around a universal emotion: the joy of getting something new.<\/p>\n

The two campaigns communicate the service’s benefits in a relatable and engaging way, reinforcing Movistar’s positioning as a brand that makes the latest technological innovations more accessible.<\/p>\n

Developed collaboratively by the Movistar and VCCP Spain teams, the project represents a new milestone in our relationship with Telef\u00f3nica and the beginning of an exciting creative chapter alongside two iconic brands: Movistar and Apple.<\/p>\n

Because technology keeps evolving, but the excitement of something new never gets old.<\/strong><\/p>\n <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"template":"","class_list":["post-10292","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10109","hero_video":"1237533284","hero_image":{"ID":10293,"id":10293,"title":"movistar_swap_NDP_OP2_1920x960","filename":"movistar_swap_NDP_OP2_1920x960.jpg","filesize":606747,"url":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/10\/movistar_swap_NDP_OP2_1920x960.jpg","link":"https:\/\/www.vccp.com\/spain\/work\/telefonica\/movistar-swap-the-beautiful-feeling-of-always-having-something-new\/attachment\/movistar_swap_ndp_op2_1920x960","alt":"","author":"23","description":"","caption":"","name":"movistar_swap_ndp_op2_1920x960","status":"inherit","uploaded_to":10292,"date":"2026-10-20 09:13:00","modified":"2026-10-20 09:13:00","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/spain\/wp-includes\/images\/media\/default.png","width":1920,"height":960,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/10\/movistar_swap_NDP_OP2_1920x960-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/10\/movistar_swap_NDP_OP2_1920x960-300x150.jpg","medium-width":300,"medium-height":150,"medium_large":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/10\/movistar_swap_NDP_OP2_1920x960-768x384.jpg","medium_large-width":640,"medium_large-height":320,"large":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/10\/movistar_swap_NDP_OP2_1920x960-1024x512.jpg","large-width":640,"large-height":320,"1536x1536":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/10\/movistar_swap_NDP_OP2_1920x960-1536x768.jpg","1536x1536-width":1536,"1536x1536-height":768,"2048x2048":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/10\/movistar_swap_NDP_OP2_1920x960.jpg","2048x2048-width":1920,"2048x2048-height":960,"Header":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/10\/movistar_swap_NDP_OP2_1920x960-1920x720.jpg","Header-width":1920,"Header-height":720,"Square":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/10\/movistar_swap_NDP_OP2_1920x960-720x720.jpg","Square-width":720,"Square-height":720}},"meta_title":"Movistar Swap: el placer de estrenar un iPhone | VCCP Spain","meta-description":"VCCP Spain crea la plataforma creativa de Movistar Swap y dos campa\u00f1as 360\u00ba que celebran la emoci\u00f3n de estrenar un nuevo iPhone.","og-image":false,"twitter-site":"","twitter-card":"","twitter-image-alt":"","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"lang":"en-gb","translations":{"en-gb":10292,"es-es":10296},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/work\/10292","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/users\/23"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/media?parent=10292"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}