Our creative approach was inspired by the newspaper’s in/outbound department, Estadão’s main sales channel force. We established a fierce duel between our heroes, operators Paulo and Bia. True believers in the strength of the paper’s new graphic project, they took to the streets to see who could acquire more subscriptions. The multimedia campaign included television, radio, newspapers, magazines, direct-mail, hot site and email marketing, all used in an integrated and customised release in accordance with our different audience profiles. Each of our 60 customised pieces displayed the face-off's partial score, also available in real-time on our website.

A new page in Brazilian direct marketing history. Bia won the bet against Paulo. Sales grew by over 300% in comparison with Estadão’s preceding campaign, achieving a 66% ROI with 155,000 leads generated and an unprecedented 15,000 new subscriptions in only two months. The case won the Abemd Award, Brazil’s foremost direct marketing accolade. It was also considered Brazil’s most successful integrated new subscription campaign. Thousands of people called in just to vote for the best operator, even those not really interested in subscribing, yielding an extra boost for Estadão’s renewed image.