Government of the City of Buenos Aires

An initiative meant to unveil the +Simple platform, which is dedicated to the elderly to aid them in the use of technology. By calling 147, people could sign up to the program, under which tablets with the +Simple application would be given away.


To maximize coverage, putting the message across to the target audience in a non-traditional way, leading to high levels of engagement.


"La Abuela" ["The Granny"] played by Antonio Gasalla in his shtick on the TV show hosted by Susana Giménez was chosen as a character to which the target audience can relate in order to communicate platform features and give information on how to use the application in a natural way.


This action made the number of 147calls grow at an exponential rate. Calls rose from a daily average of 2,000 before the initiative was launched to an average of 10,000 daily calls following this promotional effort.

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