The idea was to use the campaign to connect both targets communication channels. For that, we asked grandchildren to sent loving messages through the internet to their grandparents. Those messages were converted onto physical letters.

We designed the Writing Robots to make that possible. The digital messages were put onto a letter paper in a beautiful calligraphy written with a pen and sent by mail, as in the old days.

The Writing Robots were designed specially for this campaign and the manufacturing process lasted 3 weeks. The messages sent through the website went through a computer program that applied style and printing settings automatically. Therefrom the robots came on the scene to write the letters.

The campaign's website were designed so the grandchildren could fill a form with the grandparent's address and their loving message. The letters were sent by mail. The grandchilden could also share their letters on social media.

The letter production was estimated in 3 thousand for the 10 days of campaign duration. That goal was reached in only 2 days so we doubled it for 6 thousand. Finally, 10 thousand letters were written and sent to 54 cities in Pernambuco State.

The ad campaign reached over 14 million people. Within just 10 days, 10 thousand letters were posted (3 times the initial goal) and the campaign were shared 20 thousand times over the internet.

The Writing Robots got so much relevance it was highlighted in the local media coverage and became news throughout the state.

Finally, "Love Letter" became the most efficient commemorative date campaign in Rede Globo Nordeste history.