Gol is the largest airline in the country, but it competes against several other companies in the industry. With profit margins becoming increasingly tight due to competition, the company needs to drive new ways of generating revenue. Charging a fee for passengers to block the middle seat is one such way. The goal was to draw attention to this service by launching a campaign that was different from what airlines typically do.

The campaign was featured in several travel and business magazines, reaching an audience of over 3MM people. There was a significant change in behavior, with a 12% increase in sales of the middle seat blocking service.