Leveraging the story behind the movie of Mariana has outlined the campaign message to Lux’s younger audience.

Previously known as a successful model for sophisticated upmarket products, her journey, emotion, poignant moments experienced during the making of the movie created a bonding with consumer’s own experience while facing a maiden situation. Mariana’s delivery of a great performance linked well with the campaign message. The medium became the message.

The success of the movie at the box office created a snowball effect.It has gained more than $500.000 worth of free media coverage for the prequel, Mariana and the movie.

The launch of the DVD, afterwards, was able to sustain the hype.