We created a multimedia relationship program with two fronts: 1) Relationship with VIPs (300 professionals who receive 100% of the communications) and high potential audience (400 media investment decision makers); 2) Motivate the sales of iG products through online direct communication associated with direct marketing ads in trade vehicles. The campaign started with the construction of du_K! (symbol character). Professionals were invited to access a HotSite and “build” the du_K!. The action allowed the database qualification. 700 highlights with whom we wanted to strengthen a relationship received the physical character.