The actions promoted the interaction between the consumer and the brand. In the Doriana atelier, the promoters put make-up and traditional costumes on people and took their pictures simulating a Quem Magazine cover, as though interacting with the guest celebrities. The result was media and press coverage nationally.

The brand’s recall increased in the region and event organisers requested the extension of the campaign (many people visited the stand). The local investment corresponded to a 30” national prime time insertion at Rede Globo. Initially, the project was only regional, but gained national prominence because of the partnership with Quem Magazine.