The campaign concept was named “Urban Tribes”. The idea was that the consumer would find people with his lifestyle using the service. To communicate this, promoters were characterized as teen urbans tribes: college students, surfers, preppy girls, football players, gymnasts, and ravers. These characters had the goal to create an approximation with the target audience, promote the service, explain the use, and stimulate the first entry at that moment. They succeeded to reach their marks in an extraordinary natural way. The action also relied on the use of outdoors and alternative medias to stimulate the accesses.

The result of the action was better than imagined. The consumers had identification with the characters, many of them exchanging emails with the promoters. The approach was so natural that the consumers didn’t recognized the promoters as promoters, it was like talking to friends. The campaign brought a 30% boost in the service use, with more than 180,000 new users, placing Rio de Janeiro from fourth to second place of national ranking of the service use. Along with the success, the client was very satisfied because it created a way to measure the return of all medias used in the process.