To celebrate Peru's independence day in July last year, telecom firm Movistar created an app that allowed ordinary Peruvians to find out more about some of the country's most famous historical figures. The day before Independence Day, Movistar published a newspaper ad inviting people to download the Peru Te Llama app. They could use it to scan street signs, statues or any other landmark commemorating national heroes. The hero would then "call" the customers on their mobile with a recorded message explaining their role in Peru's history. Y&R Lima devised the campaign, together with digital development by Picnic.