We were given the challenge of adapting the global campaign for the #BeFearless program in Brazil. As important as it was to show that it is possible to overcome the fear of heights, we needed to get the public to connect and identify with the application.
Therefore, we invited actress and presenter Sophia Abrahão and Olympic volleyball champion Serginho Escadinha. They faced the fear of heights in a weekly webseries, divided into three episodes, in which people followed all stages until the big final challenge.
The digital campaign had results far beyond what had been expected. There were more than 47 million views, surpassing the estimate by 50%, and more than 5 million full views, 64% higher than expected, exceeding by 9% the number of visits estimated for the website.