The creative idea involved, first, the strategic decision to focus on gamers. The gaming industry in Brazil was exploding with no telecom company sizing this opportunity. Companies clearly though the gaming industry was still a niche and didn't understand the transition that happened in the last couple of years, transforming into a very big mainstream universe.

Also, involved the creative decision to focus on the branded content format, as a way to dribble the negative vibe in the industry (specially with the younger audience), and at the same time make the brand more approachable.

The concept and name of the series were essential to achieve the results we wanted. We called it Game Changers. This way, we would have our target audience as heroes of the campaign (they are the game changers), with the brand public acknowledging and promoting the greatness of this industry.

The series was divided in 4 different episodes:

• "The Athletes" (e-sports players)

• "The YouTubers" (content producers)

• "Brazilian Developers" (local indie game developers)

• "Students" (students who are attending gaming courses on colleges and universities, preparing to work in the industry)

The series also featured a main trailer, a trailer for each episode, a full length edit of all episodes in a single format, a website and a original soundtrack, produced by Antonio Teoli (biggest Brazilian gaming soundtrack producer).

The campaign happened over the course of two months, and we structured robust ad sequence tactics to show each video to the target audience: trailer, episode 1, episode 2, episode 3, episode 4, full length, finishing with a product subscription offering.

Other formats were also crafted, such as FB canvas, posts, banners etc.

The campaign was solely on digital: YouTube, Facebook, Instagram, Twitter, TVExtender, ESPN, Vice and UOL.

• The series had over 25 million views, with an very high average retention paid media of 47% for content that had up to 9 minutes of length.

• 10 million potential consumers were impacted with the campaign, generating conversion remarketing lists to sell the broadband product.

• Likeability for the brand during the campaign, went up to 72% positive sentiment, being the highest sentiment for the brand since the middle of 2015.

• The campaign achieved lifts in awareness, consideration and preference. Episode 3 ("Brazilian Game Developers") achieved 89% of lift in consideration for the broadband.

• The quality of the content attracted ESPN to do something they had never done before: show the entire series in the ESPN, ESPN Brasil and ESPN+ TV channels in Brazil, as "real" content (not comercial).

• The series was also presented in ComicConExperience in Brazil in a 20 square meters screen.