Cannes Lions

Chat Books

PUBLICIS ECUADOR, Quito / TELEFONICA / 2017

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Overview

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Credits

Overview

Description

We paired with child clinical psychologists and discovered

that bedtime stories are one of the most helpful therapies when

treating children.

That’s why we created a set of tales inspired by Latin American myths, explaining the phenomena, to help them overcome their fears, sleep better and get a stronger relationship with their parents.

1. Every time there was an aftershock, parents received a therapeutic tale for their kids via WhatsApp.

2. If they were still afraid, parents asked us for another tale that we sent immediately.

3. Now kids could sleep peacefully, even if there was more aftershocks.

Execution

We launch Chat Books on September 9th 2016 based on WhatsApp chats, where parents could ask for more tales to read with their children. If they could not sleep, parents asked us for another tale.

Local media found out and helped us to get closer to more Ecuadorian families.

Finally, we ended up covering all the largest cities and also the small ones, helping kids to sleep peacefully no matter their social status or geolocalization.

Outcome

More than 155,000 Ecuadorian families received our therapeutic chats, helping their children sleep without fear.

More than 7.2 million tales read, made us the most read book in Ecuador in 2016.

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2022, TELEFONICA

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