Summary of the Campaign:The challenge was to bring the Telefônica brand back together to its consumers. Solution: create the world’s biggest interactive Christmas Tree using the most modern icon in the city of Sao Paulo – the Octavio Frias Filho Bridge. Through the main services provided by the company (mobile and Internet connection) people could vote every day on 5 different colors/decorations for the tree, each one representing a "state of mind" for the city, and also send SMS messages that were shown directly on the bridge. The idea generated millions of dollars in spontaneous media and hundreds of mentions in different media channels, also becoming the scenario to one of the main TV news in the country. The launch event involved Sao Paulo’s Mayor and got national coverage. The bridge also received a great highlight on World AIDS Day, when Brazilians chose to light it in red – the campaign’s worldwide color.

The tree’s assembly involved the installation of 40,000 LEDs on the cable-stays of the Octavio Frias Filho Bridge, involving professional climbers and many different lighting tests regularly followed by the media. The inauguration event counted on the presence of the then Mayor Gilberto Kassab and was broadcasted live by Globo TV. Telefônica’s Illuminated Bridge lasted for 30 days, and the votes were sent every day through a hotsite, Twitter and mobile phones. SMS messages could also be sent with Christmas messages, and were shown directly on the tree. On December 7th, World AIDS Day, consumers were engaged through social networks and voted for Telefonica’s Illuminated Bridge to be lit in red – the campaign’s official color worldwide -, a fact that also had a great repercussion in the media. From Monday to Saturday, the action could be followed live by more than 480,000 viewers during “SPTV,” a Rede Globo TV news program aired live on Globo TV and whose studio uses the Octavio Frias Filho Bridge as a scenario.

Telefonica’s Illuminated Bridge generated more than R$ 8 million (almost US$ 5 million) in spontaneous media, receiving a total of 331 mentions on TV, radio, newspapers, magazines and the Internet. More than 7.5 million vehicles that pass by the bridge every month were directly impacted - the equivalent to the population of Switzerland - added to the 480,000 daily viewers of "SPTV". During the 30-day period of the action, Telefonica’s Illuminated Bridge received a total of 251,397 votes (an average 8,300 per day) and 125,022 Christmas messages were sent via SMS and shown on the tree.