Telefonica Vivo "Hello Grazi"

Vivo is Brazil’s largest telecom and believes we are only a few phone calls away from our most beloved idols. That’s what happens in “Newsstand”, a TV spot about a red haired boy who randomly finds the number of Brazilian celebrity Grazi Massafera, and calls her.

Lucky him. But for the rest of Grazi’s fans — who don't watch much TV anymore — there was a need to engage them in a relevant and entertaining way.

Introducing Hello, Grazi, an interactive campaign that reimagines what would happen if ANYONE had Grazi’s number and called her. Users were asked to send Grazi a message for a chance of getting a personalized video response by her.

In less than a week after launch, we received more than 38,000 unique messages, making Hello, Grazi a Vivo's record holder for number of responses.

Five messages were selected and we filmed Grazi's reaction to each. Due to the campaign's success, the five digital-first videos also aired on national television.