Campaign details

Brand: Colombian Ministry of Technology & Communication
Client: Colombian Ministry of Technology & Communication
Agency: MullenLowe SSP3

Executive Summary

This is a very different Innovation story.

In a world obsessed with moving forward and embracing the latest technology, we looked back. We harnessed the power of "old technology" to open access to "new technology" for people living in Colombia's remotest and poorest parts, for the first time ever.

This is the story of how we developed 'My Line' for Colombia's Ministry of Information and Communications Technology.

My Line allows legacy phone users to ask Google Assistant a question over the phone; they then receive a verbal response from the virtual assistant. My Line provides Colombia with access to the internet through a simple voice call to 6000913.

By bridging the void between 2G and 3G, 99.3% of the population now have access to the information available on Google Systems through their legacy phones.