Reclame Aqui conceived the first music on hold festival, with three bands playing their versions of hold tunes in front of the three companies that leave their customers waiting on the phone the longest. The action was broadcast live on Facebook, in all Reclame Aqui social networks and in news outlets.

The action began with an online teaser inviting people to a party, which would be broadcast live in celebration of Consumer Rights Day. On the set date we used a truck as mobile stage, and in one day we visited the three companies that were targeted by the initiative. The stage was put together very quickly, catching everyone by surprise; the bands played for the amount of time the companies leave their customers waiting, on average: 35 minutes for the first band, 28 for the second and 45 for the third. On top of that, we invited a host to introduce the event live on social media, provide information and interact with people on the street. In the end, a video was released summing up the initiative and everything that took place on that day.

The live broadcast was seen by 750,000 people, which together with the wrap-up video amounted to 3 million views and 8 million people reached. In addition to that, the initiative received massive media coverage, including the most important news companies in Brazil. The target companies weren’t very happy though, and used their private security, as well as the police, to try and break off the initiative, but at least the message reached their ears: the average waiting time dropped 43% after the festival.