With the unconventional use of the SAP key, we created expectation on the part of the spectator, hitting him with the launch of new musical cell phone. This “participation” by the spectator preempted the long awaited-for interactivity on TV. In other words, it was a media solution that guaranteed a specific form of message broadcasting, which required an action by the spectator, interfering in the message and completing the understanding of the commercial.

The interactive format in this action allowed for high participation by the spectator, generating commentary of exponential effect. The use of the second audio channel in SAP did not generate additional broadcasting cost.