Where is the real promotional “Big Idea”? Communication? Essentially in the triggers that engage and encourage them to move and buy. Mechanic and prizes are the real promotional ideas. Most promos explore emotions like “joy”, “trust” and “adoration”. But considering the moment that C/D classes are currently living, we thought about exploring optimism. Prizes linked to education can deliver that. Knowledge is a source of pride and a path to access house/leisure/beauty/food etc. Instead of 'big prizes', we chose computers (meaning future of family/knowledge) and continued education courses (meaning more opportunites for the family). In other words: optimism as the real prize.

More that 13 million of participations in 4 months.

A record for Coke in sms-promos. Client considers an important movement to involve and generate relevance among mothers, especially from emerging classes. A promotional case should start with results: so… again: 13 million. There’s no promotional idea where there’s no big movement – Promotion. Noun - 'provides active encouragement; to move towards something, generates engagement and movement'