We converted the language of SMSs into our own media. We reached an agreement with all the university mastheads so that one of their editorial pages was printed in this language. At the bottom of the page, Vodafone put a small clue, using the same language. Over the page, the editorial content was repeated but this time the text was written correctly. At the bottom of this page, Vodafone explained in detail the benefits of its promotion.

The real value of the activity was triple the invested budget. We led the sector's Top of Mind in printed media. We exceeded the commercial objectives by more than 14% and 19% compared to the previous SMS promotion. There was an increase of 24% in young people's identification values with the brand.