For Love and Friendship Day we created a map for forgiveness and handed it over to people through a point of sale. The map aimed to guide callers through the unpredictable attitudes (positive, negative or indifferent) of those at the other end of the line. People were encouraged to do so and for a day, over 300 hundred people made the calls to apologize. At the end, people appreciated Móvil Éxito for its human character.

We all wish to apologize to somebody; however, frequently we are not encouraged to do so. Móvil Éxito found "Love and Friendship Day" the perfect moment to motivate people to call others to say "I'm sorry". That day Móvil Éxito gave them the chance of apologizing and receiving an immediate low-cost redemption.

Printing costs for 500 "Forgiveness Maps": $400,000 COP (USD 210)

Number of people that interacted with the brand: 352

Call cost per person: COP 1,130 (Fifty cents)