In view of the competitors' known financial fragility, the message to be given was: as part of the Telefonica Group, the largest in Brazil in terms of revenue and net profit, Telefônica Empresas was definitely a solid partner. We then created a piece that symbolised the soundness of the Group and Telefonica's Business Managers delivered the box personally to 700 top clients and prospects. The piece contained a 1kilo-scale iron used as a powerful icon to say the moment was not appropriate for risky partnerships.

An extremely focused and pertinent action allowed the market to perceive Telefônica Empresas' privileged position and aggregate value. Moreover, the very unusual gift (i.e. the iron piece) had a high impact on the target who could 'touch and experience' the brand’s potential. If in the first semester of 2002 Telefônica Empresas had increased its revenue by 78%, after the piece had been distributed in the second semester, its increase was of approximately R$ 40,000,000.00, 27,3% higher than that of the first.