Action to communicate the "+ Simple" platform for older adults to facilitate access to technology. By calling 147 they signed up to enter the program in which tablets would be delivered with the platform already installed in it.
Maximize coverage by reaching the target audience with a message in an unconventional way generating high engagement values.
The character of "La Abuela" (The Grandmother) -performed by Antonio Gasalla- was chosen within the sketch he makes in the Susana Giménez program, to communicate the attributes of the platform and give information about the use in a natural way, being this character a reference of the target audiences.
This action allowed us to exponentially increase the number of calls received at the 147 number. We went from having an average of 2,000 calls per day before the action, to a daily average of 10,000 calls after the action.