MORE THAN 5,000 DIFFERENT COVERS by Y&R Sao Paulo for Telefonica

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Industry Mobile Communications
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Brazil
Agency Y&R Sao Paulo
Executive Creative Director Pedro Cappeletti, Flávio Casarotti
Creative Director Felipe Luchi, Victor Sant'anna, Aaron Sutton, Jorge Iervolino
Art Director Evandro Soares, Guilherme Rácz
Copywriter Lucas Casão
Account Supervisor Marcelo Moreno
Released June 2012


Cannes Lions 2012
Media Lions Commercial Public Services, incl. Healthcare & Medical Bronze

Credits & Description

Type of entry: Product & Service
Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: TELEFONICA
Product/Service: OPTIC FIBER
Type of Entry: Product & Service
Category: Commercial Public Services incl. Healthcare & Medical
Advertiser/Client: TELEFONICA
Product/Service: OPTIC FIBER
Entrant Company: Y&R SÃO PAULO, BRAZIL
DM/Advertising Agency: Y&R SÃO PAULO, BRAZIL
Media Vice President: Gustavo Gaion (Y&R)
Media Director: Cassiano Oliva (Y&R)
Media Director: Glaucia Montanha (Y&R)
Media Manager: Thiago Franzão (Y&R)
Creative Vice President: Rui Branquinho (Y&R)
Executive Creative Director: Flavio Casarotti (Y&R)
Creative Director: Victor Sant'anna (Y&R)
Creative Director: Jorge Iervolino (Y&R)
Art Director: Evandro Soares (Y&R)
Art Director: Guilherme Racz (Y&R)
Copywriter: Lucas Casão (Y&R)
Account Director: Claudia Menezes (Y&R)
Account Supervisor: Marcelo Moreno (Y&R)
Media Manager: Marcello Bolla (Y&R)
Planning Vice President: David Laloum (Y&R)
Planning Director: Eliana Yamaguchi (Y&R)
Media Manager: Karen Gorenstein (Telefonica)
Client Service Vice President: Silvia Panico (Y&R)


This was the first integrated project involving print and digital content enabled in a one to one approach on a large scale in the country.
This project generated a lot of buzz in the media highlighting the innovative Telefonica movement addressing their consumers and also brought in a huge bonus to the image of the Company towards its shareholders.
Telefonica officially announced that this action helped to enable 8000 Fiber Optics installations in the same month it took place, exceeding by four times the volume of previous month sales.

Creative Execution

On October 29, 2011 all Epoca Magazine subscribers residing in Sao Paulo in the neighborhoods served by fibre optic received their favourite magazine with the satellite image via Google Earth of their street and a sign showing their own home on the cover of the magazine.
Along with the message: "Your street already is served by fiber optic."
More than 5,000 different covers were printed, one for each subscriber.
Epoca magazine was chosen because it holds a compatible reader’s profile with the desired public and to be the major magazine with subscribers in targeted neighbourhoods.
This action was only possible because we could join through a specific Google Earth software, a finishing team inside the agency and a of graphic production team within the Globo publisher, the second largest magazine publisher in the country, working together to the success of the project.

In consumer’s mind there’s a taboo on broadband via fibre optics, "Awesome, but it’s not for me." Do I really have access to this service?”
But the truth is that Telefonica is already providing this service to homes in some neighbourhoods of Sao Paulo at an affordable price.
Yet the potential customers were not responding to the sales actions and direct marketing.
The idea was to get consumer involved on the subject in a surprising way.
We made consumers see with their own eyes this innovation: we placed the image of their house on the cover of one of the largest magazines in the city.