Only the creative and media department’s creativity could attain the desired results. Though “Super 15” is a comic book super-hero, he had never been used in an illustration. He debuted through Ziraldo, Brazil’s greatest cartoonist, who brought the character to life in “The Adventures of Super 15”. These comic strips appeared in the main newspapers, with a witty approach to the participation of Brazil and other countries in the 2006 World Cup. A smashing success.

The campaign advertised daily, from JUN/9/2006 to JUL/10/2006. A whole month for a low cost: US$190,000. Though focused on increasing the number of international calls, new client subscriptions increased substantially. Once designed for the internet, the campaign was responsible for the greatest number of hits ever to Telefonica’s website.