Reclame Aqui: Reclame Aqui

Credits & Description:

Brand RECLAME AQUI
Entrant GREY BRAZIL SAO PAULO
GREY BRAZIL Sao Paulo, Brazil Entrant Company
GREY BRAZIL Sao Paulo, Brazil Idea Creation
Rodrigo Jatene Grey Brasil Co-president & CCO
Adriano Matos Grey Brasil VP, Executive Creative Director
Rafael Gonzaga Grey Brasil Creative Director
Bruno Brux Grey Brasil Creative Director
Marcelo Bruzzesi Grey Brasil Creative Director
Davi Sabry Grey Brasil Copywriter
Fillipi Longuini Grey Brasil Copywriter
Vinicius Silvério Grey Brasil Art Director
Luis Ulrich Grey Brasil Art Director
Marcia ESteves Grey Brasil Co-President
Elise Passamani Grey Brasil VP, Operations
Raquel Messias Grey Brasil VP, Planning
Thiago Franzão Grey Brasil VP, Media
Nathalia Beividas Grey Brasil Integration Production Director
Renata Ruas Grey Brasil Broadcast Production Director
Robinson Silva Grey Brasil Print Production Director
Felipe Bartorilla Grey Brasil Editor/Finisher
Monique Oliveira Grey Brasil Project Management
Amanda Ramos Grey Brasil Project Management
Pay4Brain, Inc Pay4Brain, Inc Technology team
Gabriel Pinzetta GATSO Digital Production team
Diego Campos GATSO Digital Production team
André Rocha GATSO Digital Production team
Lucha Libre Audio Lucha Libre Audio Audio Producer
Paulinho Corcione Lucha Libre Audio Lucha Libre Audio team
Dani Celer Lucha Libre Audio Lucha Libre Audio team
Eric Moore Satélite Áudio Image Producer
Manimou Corazón Corazón team
Ariel Andres Schvartzman Corazón Corazón team
Tarcila Villa Corazón Corazón team
Nicole Simon Corazón Corazón team
Susana de Fonsec Corazón Corazón team
PICMA CREATIVE POST PICMA CREATIVE POST Finisher
Aline Elias PICMA CREATIVE POST Account team
Eric Moore Satélite Áudio Speaker
Per Pedersen Grey Global Global Creative Chairman
Eduardo Maruri Grey LATAM Regional CEO
Diego Medvedocky Grey LATAM Regional CCO

Execution
ReclameAqui have always been the most effective weapon for consumers to solve their problems with big companies. More than 85 million people benefit from its services every year. However, it was time to push ReclameAqui's efficiency to the next level. After all, by analyzing more than 10 million complaints on ReclameAqui’s platform in 2017, we found more than 1,5 million complaints (over 4.000 every day) from customers frustrated by their attempts to cancel services they no longer want. That's why, more than exposing companies' bad services, we'll now give consumers an innovative weapon to solve one of life’s most frustrating tasks: cancelling a service.
In order to understand how to execute such a complex project, we studied the process and the obstacles that big corporations create to make the job of canceling a service unbearable.
More than 1,500 hours of test calls to companies' call centers, endless programming hours and a complex combination of different technologies went into making the first real cancellation contract performed by a machine possible.
After all data gathering, the second step was machine learning, training the bot to a properly data interpretation and response.
On the other end, the first customers to use The Canceller were selected from ReclameAqui's database - Latin America’s largest database of consumers' complaints.
Using an algorithm, we were able to identify the customers who had complaints on record about difficulties in canceling their contracts, and offered them the service. They only had to access the web app, fill in their data, authorize the Canceller as their legal representative and choose the service to be cancelled. Whenever a cancellation was successfully confirmed, a push notification was sent.
So far has achieved the remarkable number of 92% of accuracy on cancelling contracts.
Campaign Description
Canceling a service is often one of the most frustrating tasks of consumer life, which commonly gets people so mad or tired that they just give up. Big corporations create all kinds of machines and obstacles to make people quit trying. To counter their tactics, we decided to play the same game. The Canceller is a bot that integrates the powerful artificial intelligence of IBM Watson with Amazon's digital assistant - Alexa - and Google Cloud to the benefit of consumer peace-of-mind. The result is an unyielding and purpose-driven bot, capable of calling companies' call centers and navigating past the endless machine protocols to talk directly to human representatives. It never gives up. Ever. And it gets better. The longer The Canceller is used, the more it learns and the smarter it becomes.