We had a breakthrough when we recommended a medium that did not allow for sound to promote an action that had sound at its core. Besides that, we brought interactivity to a medium with very low interaction: print.To create the 360º strategy and broaden the campaign’s reach, we also used merchandising on Free TV (at the main channel). To promote the action online – the main environment – we developed activation actions on social networks, and communicated with opinion makers (via DM and sponsorship of events). The POS material also drew the consumers’ attention to interact with the product.

Participation of consumers was amazing.More than 823,000 readers, 111,000 page views in the project website, more than 300 recorded videos by the internet users, 5 minutes in average spent on the site and spontaneous posts in more than 40 blogs/websites/podcasts.More than 4 million people were impacted with videos sent from all corners of the world, plus the project became news in music and news sites. Due to the excellent results, the campaign originally thought for Brazil only will be adapted to EUA and Spain.