To communicate the arrival of the optical fiber, considered one of the most important innovations in the market, by means of a direct mail. By challenging Telefonica's briefing we arrived at an efficient solution.

With a $46,000 budget for communication, 40 times smaller than its main competitor, we needed to come up with an impactful and accurate communications idea in order to reach potential customers for this product and curb the competitor's progress.

Based on the diagnosis that the brand was distant from the target, while being the only one that literally brought the service the closest to its customers, the team was able to arrive at a brand new, one-to-one solution.

Using a software especially developed for the project, we integrated geolocation, visualization, direct marketing and print media into a single ad that surprised our target.

With a partnership with Época magazine, a total of 5,000 different, customized covers were produced. Each subscriber marked as a potential customer received the magazine featuring a map of their street with a tag of the precise location of their home, along with the message: "Your house has already have Telefonica’s optical fiber".

What would initially be a mere, unpretentious direct mail surpassed all sales estimates (8,000 new subscribers, 65% more than it was expected and 4 times bigger compared to the previous month) and added a perception of innovation and proximity for an outdated brand.

This once again proved that our business is not about responding to requests or creating pre-established formats, but rather it is about seeking the best and effective solution, always. Even if that means coming up with those solutions from scratch.