By putting a Nextel chip in the most-read business magazine in Brazil. We have created the world’s first talking ad. We drew up a list of CEOs, CFOs and VPs and wrapped their magazine in a band with a button, which if pressed would allow them to talk live to a Nextel representative. We enabled them to try out a unique and assertive service because they all sometimes read this magazine. And we broke the taboo that a magazine cannot be 100% interactive.

72% pushed the button and tried the service.

On average they were chatting for 3 minutes.25% subscribed to the service.