We had to think of a communication that would help make MasOportunidades visible and make it grow? We reconceived the product so it would no longer compete with the leader. Instead we generated a new playing field where the leader was no longer superior, where it actually felt uncomfortable. We created a new section at MasOportunidades: The emotional categories. The thinking behind it was that there is always a story behind every article on sale. To capitalise on this, articles with similar stories were grouped into different categories such as "My body has changed" and "My girlfriend/wife drew the line", giving amusing and irreverent reasons as to why peopl were getting rid of their products. These categories generated social groups that commented on the products where people shared their stories and had fun, whilst at the same time, buying and sale.

1- We changed the paradigm of e-commerce. We transformed MasOportunidades into a place where people go to have fun. And later, buy or sell.

2- 1,200 stories were entered in 3 months.

3- MasOportunidades went from having 500,000 monthly visits to 2,000,000. And what’s best: A brand that was ¨me too¨ was transformed into a ¨To me¨ one.