All telco companies sell the same thing: freedom. But why is this business that offers no freedom at all? Consumers can't customize their phone plans the way they want. They can't cancel them without paying a huge fine. And they can't pay only for the features they use. In order to get what they want, they always have to pay for a "package" full of stuff they don't need. So Vivo Telefonica was having a hard time selling their services to generation Z. People that don't want to be stuck with a mobile plan, specially with the country facing a recession. So instead of a making an ad campaign to sell a mobile plan that didn't correspond to our target needs, we made a new product: Vivo Easy.

Vivo Easy is a breakthrough in the telco segment. It's not a mobile plan, it's an app. It's more than a "mobile package", it's an app that offer possibilities, based on our consumers's life necessities. For instance: if someone is going a long bus trip across the country, they can buy Netflix with unlimited data for one day to make the trip less boring. If someone is going to a concert, they can buy Instagram for one day with unlimited data to overpost all the experience. It's up to the consumer to choose if they want SMS included on the package, or unlimited phone calls or unlimited social media. Vivo Easy is fully customizable, so no client's plan is equal to another. And it can be cancelled any time. That made a huge difference to our target. A plan designed for people that don't want to make plans.

Agency and client partnered in a series of workshops involving major content platforms such as Netflix, Amazon and Spotify to get insights for a new ad campaign. But after many creative insights, we truly understood an ad campaign wouldn't suffice to attend the expectations of the target between 18-24 years. It didn't make sense to sell a mobile plan for people that change life plans all the time. That's how we got the idea for Vivo Easy. A mobile plan designed to follow people's own designs. An app that gave our consumers the possibility to choose only what they want, and to pay only for what they use.

We sold Vivo Easy to our target as "a plan for those who don't want to make plans". A product that shouted freedom on every aspect along the way, with entirely new features of customization and no strings attached. In a segmented campaign, we targetted specific audiences with the features they wanted the most, such as the possibility of "buying apps" for one day to use them with unlimited data. That ressonated perfectly with the expectations of our target, that didn't want to be stuck on a plan that didn't fit their necessities.

Vivo Easy is not a pre-paid plan or a monthly plan. It's new category of product, that created an entirely new consumer base for Vivo Telefonica. We're talking about 5 million app downloads and 5 million new clients with the highest loyalty rate in our portfolio. That's 10% increase in product revenue, changing the core business not only of Vivo Telefonica, but also the entire telco segment.