+Simple

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.

GOAL

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

MEDIA PLAN

"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.

RESULTS

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.

We think Latin America from Latin America.

ARGENTINA

Carlos Pellegrini 855 Piso 6,
Buenos Aires, Argentina
(+54 11) 5811 3000[email protected]

MEXICO

Montes Urales 530 Piso 4,
Col. Lomas de Chapultepec,
Miguel Hidalgo, 11000, México DF.
(+52 55) 5596 8397 / 8545 / 8593 [email protected]

COLOMBIA

Cra. 14 # 94A - 61 Of. 403,
Bogotá, Colombia
(+57 1) 805 3828 [email protected]

PARAGUAY

Avda. Aviadores del Chaco 1924
Torre 3, Piso 14, Oficina C,
World Trade Center, Asunción, Paraguay
(+595) 21662 062 [email protected]

URUGUAY

8 de octubre 2355, of. 1401,
Montevideo, Uruguay
(+598) 2408 3548 [email protected]

USA

1263 Seagrape Circle,
Weston, Florida, Estados Unidos
(+1 786) 775 1284 [email protected]

PERÚ

Av. Del Pinar 180. Of. 304,
Santiago de Surco, Perú
(+51-1) 715-5372 (+51-1) 999-281-428 [email protected]

ECUADOR

Suecia 277 (y Av. de los Shyris),
Piso 6, Edificio Suecia,
Quito, Ecuador
(+593-2)-244-1018 [email protected]

CHILE

Providencia 288, of 21,
Providencia, Santiago de Chile
(+ 5622) 2233 2515 [email protected]

BRASIL

Rua Miguel Rodrigues, 88
Vila Madalena
São Paulo
(+ 5511) 3774 0754[email protected]