In order to promote the service and to prove its relevance, the idea was impacting the target audience in the moment they were about to use the main “competitor” for long-distance calls: letter posting. Through a partnership with Correios, we transformed the postal stamps into ads, spreading the message that it is possible to talk to someone who is far, spending little by cell phone as well. The stamps were distributed for free at post offices by Vivo promoters, who also informed people about the details of this new product.

We turned post offices into an exclusive and unique media channel for the product in a moment of great relevance to ham up the benefit of service. Not only the activity impacted the people who were posting letters and the others who were there for other reasons, but also it reached those who received the letters in cities all around Brazil.