Telefônica launched its fibre optic service in 2011. Our challenge was to rapidly raise awareness and increase its penetration, focusing only on the neighbourhoods where it was already available. To reach these potential consumers directly, we combined ‘Época’ magazine coverage and Google Earth technology to produce more than 5,000 different subscribers’ magazine covers with a customised image of their streets and houses. The message reinforced the exclusivity, as each magazine cover informed the reader that their street already had Telefônica’s fibre optic cables.
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