The Brazilian population is becoming more and more accustomed to seeing brand interventions in entertainment content. Today, especially through digital platforms, brands are getting ever closer to their audiences and interacting directly with them. This setting favors more personalized approaches where memorable experiences are created involving the product and generating significant results. CNA’s audience is mostly composed of young people who are active online and they respond much better to an action like this than to traditional commercials.

The app was developed to help students, the pizzeria and their customers communicate. WebRTC technology intercepted phone calls in the US and transferred them to the app in Brazil via VoIP. Then students would answer the phone calls in their classrooms using a tablet and take the customers’ orders. The orders were then sent to the pizzeria, where they were printed by a Hello Pizza printer, also developed specifically for the action. The longer the clients spoke with the students while their pizzas were being made, the larger their discount. The app also aided conversation by suggesting topics.

The action brought the brand closer to students. Without any traditional paid media, the online video generated a large buzz and spontaneous media for CNA, allowing it to reach its audience and potential new partners. This series of actions distinguishes CNA from its competition, bringing it closer to students (including new students), who are now even prouder of their innovative school that continuously explores new ways of teaching a language.

The video impacted over 12 million young Brazilians

The action impacted over 415,000 students

US$1.7 million in earned media

Higher consumer perception of CNA as an innovative brand.