Since the first two digits of the customer’s phone number had to be changed to the numbers of the new service, we highlighted the number 21 as a brand name of service quality and excellence for customer companies.The concept showed the target group how Embratel would achieve a revolutionary change in all the numbers of a customer company, by changing only the numbers of its phone. The action was composed of three 3D pieces and one piece for secretaries. We produced a campaign with 920 different pieces, totally personalised with each executive’s own phone number.

The return in terms of visits scheduled was exceptional. The 35% visit expectation rate was greatly surpassed by the actual 50 visits (83%) scheduled. In addition, 17 contracts were closed at campaign launch.An investment of US$ 38,013.73 to produce the campaign generated US$ 128,347.74 in revenues for Embratel, and a return of US$3.38 for each dollar invested.