In the context of Mother's Day, Claro, the leading telecommunications company in Latin America, and Havas Peru presented an action with great impact that captured the attention of millions of viewers and generated great participation online. For four days prior to the celebration of Mother's Day, viewers in Peru witnessed exciting and authentic moments while the hosts of various tv programs answered a real live call, a call that could not wait; an action that allowed viewers to appreciate the value and importance of mothers in everyday life. "When mom calls nothing is more important" is not only a concept but a great truth. In this context, we wanted to do more actions than just traditional formats, that is why we carried out this action by including the content of the programs and showing the importance that our mothers have in our day to day and that it does not matter what she is doing, if she calls, everything can wait. We are happy to see that we were able to connect with our audience and generate such a positive response.” said Mauricio Fernández Maldonado, CCO of Havas Peru The results of the campaign exceeded expectations, reaching more than 2.5 million people in Peru. In addition, more than 2,000 interactions were generated on social media, which reflects the engagement and connection that the campaign established with the audience. It is important to highlight that 94% of the mentions related to the brand were positive, which demonstrates the effectiveness and positive impact that "Cuando mamá llama" had on consumers.