The telecom category lost attention of audiences and it is increasingly difficult for them to build a brand without depending on promotions.

Seeking deeper connections with its audience, Personal identified that the inhabitants are not clear about what exactly happened in key historical moments of our country and at the same time there are specialists who are increasingly compiling the history of Paraguay. But the content of these specialists does not have enough reach in the audience.

The objective of this project was to generate a way for the content of the history of Paraguay, made by history specialists, to have a bigger reach in Paraguayan population.

In Paraguay, 92% of public schools and 50% of private schools in the country don't have access to the internet and neither to public libraries because internet coverage in the country. At same time, Paraguay has more cell phones than inhabitants.

Using the logic of numbers everyone knows, like 911 for Police or 132 for Fire Fighters or free call center, Personal decided to add a new number on Independence Day: 1811, the year of Independence of Paraguay.

Dialing *1811 from any Personal phone line, you access a free telephone line that works like a podcast without the need for an internet connection, to listen episodes in Spanish and Guaraní of Paraguay story.

Schools across the country have holidays on historical dates and provide a lot of content about their history. To be part of this context, digital content wasn´t enough because 92% of public schools and 50% of private schools in the country don't have access to the internet and neither to public libraries because internet coverage in the country.

We decided to use another owned media: a free phone line, because 2G network have a bigger reach on Paraguay.

Dialing *1811 from any Personal phone line, you access a free telephone line that works like a podcast without the need for an internet connection, to listen episodes in Spanish and Guaraní of Paraguay story.

We launched *1811 on 13th May, one day before Independence Day with the “Independence Day” chapter. During this week, we promote it sending SMS to Personal data base and placing creative materials in national TV (89% national reach) and local radios, besides printed newspaper and digital media (Facebook, Instagram and X) as a complement.

Due the success of first chapter, schools send messages to Personal asking for more chapters. Then we convert *1811 on a platform, launching 3 new chapters connected to another historical date in September and we are working on launching more this year.

+ 58.000 calls in 48hs

+11% of Paraguayans listened to at least one episode

14 of 17 national states reached with 75% listening completely in Spanish and Guaraní

Declared of cultural interest by the National Secretary of Culture of Paraguay