Did you mean to be mean? The anti-cyberbullying project by Vivo, Brazil’s largest telco and Google. It started with a Google search: top 10 most controversial topics on social media in Brazil were tackled on TV spot made with real people who have suffered cyberbullying. Then we partnered up with Google for a breakthrough use of date to address opposite targets: haters and cyberbullied. At the same time.

We delivered hundreds of different cuts based on Google search key words, online behavior and interests.

Most watched telco commercial ever in Brazil.

30 million views on Youtube in just 5 days.

07 points in Message Association (Facebook)

925 media impressions (Facebook, Youtube and Twitter)

25% lift in Ad Recall (Youtube)

#repense2018 Trending Topic for a week (Twitter)

Source: Nielsen + Facebook, Youtube