In a country where everybody was talking about corruption, we did something revolutionary: We talked about honesty. We ditched 100 cell phones around Guatemala and asked people how many people would return them. Everybody was very pessimistic. But the result surprised everybody. 87% of people returned them.

We shared the stunt and the result with a series of videos.

The stunt: We ditched 100 cellphones around Guatemala.

The production: We recorded the whole stunt, from the moment we left the cell phones to the moment people returned (or not) them.

Teaser: We created a teaser telling what we did and asked people how many cellphones would be returned. People were very skeptic.

The video: The results surprised everybody 87% of people returned the cell phones.

Media: Teaser and video were shared on our own social media platforms and with key influencers during the month of October. But in a matter of hours, almost every newspaper and TV show were talking about the stunt. Everybody celebrated the unexpected results.

Follow up: We also created small stories with the people who returned the cell phones and told their stories. We called them “Honesty ambassadors”.

The video was featured in the most important media outlets in Guatemala and in more than 120 countries in the world.

The video was viewed more than 7 millions times, two times the size of our target audience. We increased our Facebook fans by 500k.

And we increased brand image by 70% (Millward Brown)

Until today, #100cellphones is the most successful social media campaign in the history of Guatemala.