A Corazón Abierto was a show based on Grey's Anatomy in Colombia, there´s a character known for his over-protective watch of the hospital's budget. We used him and fixed a scene in which he was called back by his boss, who was unable to understand the paper's content. Finally he pointed out his boss's recommendation to use HP cartridges.TV hosts were given cue cards with information regarding job offers, but due to poor printing the hosts claimed they could not read the entire message. Finally the hosts placed a direct claim to their producers, recommending that they print out the information with HP cartridges next time.The anchormen of different radio programs received a letter from members of their audience telling a story, the poor printing lead to misunderstandings of these stories which created an entirely new and comical story.

At the end we exceeded the expected growth from 2% to 6% in our share of the market, correspondent to 200% of our initial goal.