Use newspapers with relevance for a reverberation response in the online universe.

Since the decision would have to be made on monday, we sent an email for the mayor on sunday. And, just in case he didn't read e-mails on weekends, we also published the email somewhere he would certainly read it: in the newspaper.

There was no way he wouldn't read it. In the email, we stressed the mayor's best quality: his courage to make life-changing decisions.

A time of reaction planned in 48 hours, publishing the ad in the 2 major newspapers of the country, with a total of 500,000 copies.

For the 500,000 original impressions, we generated more than 900,000 e-mails sent to City Council, addressing the Mayor. An effectiveness of more than + 155%. Besides that, the movement also generated more than 2.4 million reais in spontaneous media for the main portals in the country. Today, Uber stays in São Paulo.