Besides recommendation of media mix and concepts such as coverage and frequency, it was necessary to address the promise and promote an intensive exchange between advertiser and consumer, making him interact in an innovative way with the brand. And this was only possible thanks to the integrated work focused on the creation of this huge content.The innovation and diversity of the contacting points proved that it was right to recommend the ARG as interlocutor of a 5-months project. The first stream was a game of riddles named GA CHALLENGE, with puzzles spread in magazines and packagings of the product. This campaign linked to another stream, UNCERTAIN ZONE, through links, clues and hidden messages. It consisted of an enormous conspiration in which players searched the country to retrieve the lost formula of Guarana Antarctica and discover a great secret.The project was a powerful mix of actions never made in Brazil.

The project had immense rentability, topping all expectations. The campaign grew to such proportion that resulted in over R$ 400 thousand only in spontaneous media.This new way of interacting with the product allowed the brand to win distinct positions in the minds of young consumers, always eager for news.