People just won't let go of their mobile devices these days. They won't even do it while looking at another screen, such as TV.

So, how can a TV channel continue to be relevant to their viewers after whatever they were watching ended?

More interestingly, how can we make them keep consuming our content on the small screen after it has ended on the bigger one?

It all happened live. When several programs (sport shows, live news, soap operas) were about to end, and the ending credits started to appear on the screen, pre-filmed situations, one for each type of program, were inserted in real time on the video. Viewers experienced a zoom-out of the ending credits, which now appeared in a smartphone or a tablet, on the hands of people in diverse locations.

We did this for 13 straight days on a national scale.

- During the 13-day duration of the campaign, approximately 80 million people were impacted, nationwide.

- Traffic on globo.com sites peaked right after our programs "subversive"ending credits aired.