We did an interactive billboard, lit only by capturing the nearby presence of people. That is, only when necessary. The title of the poster was "Make use of power when you need it."

There was a lot of impact on media, just at a time when power outages occupied much space in newspapers and TV channels. 75% of respondents knew quickly that ATMA-a brand known for its home appliances- was selling its new energy-saving lamps. And two months after its launch, the ATMA energy-saving lamps became the second most sold in the Argentine market.