The campaign implementation had two phases: The first one was to find the best daughters who live far away (Germany, Japan…) from their mothers and cheat them, with the association of the fathers, to go to the cinema one special day. Before the film started, began a video where the daughters talked about their mums and how much they missed her. They felt touched and surprised.

The campaign was a truly success achieving the main goal of engagement just during Mother’s day weekend. Almost 500.000 views of the video, 2.000 likes on Facebook, 190 tweets, 11 post on affinity blogs. It is important to consider that media budget included just Youtube and Facebook actions; rest of visibility was natural and viral.