Use newspapers with relevance for a reverberation response in the online universe.

Since the decision would have to be made on monday, we sent an email for the mayor on sunday. And, just in case he didn't read e-mails on weekends, we also published the email somewhere he would certainly read it: in the newspaper.

There was no way he wouldn't read it. In the email, we stressed the mayor's best quality: his courage to make life-changing decisions.

A time of reaction planned in 48 hours, publishing the ad in the 2 major newspapers of the country, with a total of 500,000 copies.

For the 500,000 original impressions, we generated more than 900,000 e-mails sent to City Council, addressing the Mayor. An effectiveness of more than + 155%. Besides that, the movement also generated more than 2.4 million reais in spontaneous media for the main portals in the country. Today, Uber stays in São Paulo.

Because it was a direct message to one person (the Mayor of São Paulo) which affected thousands of people and forced him to have a direct answer.

Within 48 hours, we did a move that targeted the mayor, but actually moved public opinion. The approach invited people to talk to the mayor, sending emails to him change his mind.

Since its arrival in Brazil, Uber has faced resistance from the existing operating models. A conflict of interest that generated much talk, many discussions and opinions. No solutions, though. Friction between taxi and Uber drivers grows, challenging local authorities.

September 2015: a project approved by the city council of São Paulo may take Uber out of the life of local citizens. pressure is being put on mayor fernando haddad for a decision. What could Uber do in the official announcement week?