To use Brazilian aspects to illustrate the campaign for this promotion widely used across the world. Direct mail pieces with keys were distributed, inviting the consumers to try their luck at dealers to win a car.The pieces were built upon humor and regionally popular lucky charms. This combination of luck, superstition, and sense-of-humor has always been well accepted in Brazil.This integrated campaign started with the distribution of approximately 1 million keys, through direct mail and at the dealers – which were decorated with the promotional icons – and was heavily spread through TV, magazine, newspaper, radio, Internet and POP.

The campaign resulted in a sales increase of 1022% (as compared to regular days) and added a Brazilian perception to the brand.