On both television and radio, we succeeded in getting scenes or situations changed at the request of the big Loto winner, thus changing the original programming of the medium involved and reinforcing the concept that Loto is the only lottery that turns people into authentic millionaires because they can do whatever they want.

Brand recall increased 4 points (from 26 to 30) after this action. Identifying with the attribute "Game of chance that offers the biggest prize", increased by 11%(Source:Polla Tracking Jan 2006). We intervened in traditional TV and radio programmes and weakened Kino's own field.