In Brazil only 4 out of 100 people have a private pension.

So, more than just trying to sell Private Pension our goal was to get people’s attention and build awareness about the importance of this service. To come up with an idea that could have significant impact on consumer's behaviour.

Therefore we decided to give a free private pension - in the amount of R$2,015 (the year we're in) - to the babies born by natural childbirth during the first two hours of the new year. All over Brazil.

A message that was spread only by direct message on blogs/Social Media and PR (magazines, tv etc...). Without buying media.

Due to delay from the approval of Brazilian law, we had to make a 3-month plan to work in half of time.

So, first we seek the bloggers who had any close connection relations to our message. After that we prepared a press release, explaining the initial action and the benefits of a private pension and sent to them to be our partners.

After choosing our 20 bloggers/partners, we made a national release focusing on newspapers, magazines, portals, radios and televisions. Also, we got exclusive interviews with publications of the spokesmen and characters that already have a private pension plan for their babies.

20 babies were awarded

Message reached 80+ countries

117 media outlets talked about it

43.000.000 + people impacted

U$ 0,002 = cost per impact