Título1811. A Call to the Past
Agencia
Campaña 1811. A Call to the Past
Anunciante Personal
Marca Personal
Fecha de primera difusión/publicación 2024
Sector Empresarial Servicios de telecomunicaciones
Filosofía Drawing inspiration from widely recognized numbers like 911 for Police or 132 for Firefighters, Oniria\TBWA helped Personal introduce a new number on Independence Day: 1811, commemorating Paraguay’s year of independence.

By dialing *1811 from any Personal phone line, users can access a free telephone line that functions like a podcast without requiring an internet connection, allowing them to listen to episodes about Paraguayan history in both Spanish and Guaraní.
Problema Personal, the most prominent telco in Paraguay, found that many Paraguayans are uneducated about about key historical events in their country, and although specialists are compiling the nation’s history, their content isn’t reaching a wide audience.

Furthermore, in Paraguay, 92% of public schools and 50% of private schools lack internet access and public libraries due to limited coverage. Despite this, there are more cell phones than people in the country.
Resultado 58k
Calls in just 48 hours
11%
Of Paraguayans listened to at least one episode
14
Out of 17 national states reached
75%
Of listeners listened completely in Spanish and Guaraní
Medio Case Study
Duración

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