The stunt got worldwide attention. In less than 3 weeks, it received 3.399.292 views, becoming the most watched video in December among Brazilian brands. The buzz was so positive that we aired a 60” version of the video on Brazil’s most famous weekly TV show. We got an unprecedented 97% of approval (likes x dislikes). The gross impact was over 16 million people and earned media estimated at $1.347.000,00.

In the end, people started to take a fresh look at something they see everyday on the streets.

We created the Magical Payphone, a device that connected kids to Santa Claus. Once the call was made, they would chat with Santa. We also had big surprises for the little ones: a lost elf, surprise gifts and even a 3D projection mapping combined with artificial snow, something most kids had never seen.

And everyone could be a part of the stunt by talking to a recording of Santa from payphones all over Brazil.

Oi’s payphones are spread out throughout Brazil. By law, the company is required to install thousands of them. But in a country that has more cellphones than inhabitants, they are quickly losing its value. So, we wanted to turn this forgotten asset into a relevant owned media channel. To make that happen, we had to do magic.