Interaction was the key to the success. Mebocaína’s micro site enabled participants to upload their performances and to share them with friends and family. Visitors to the site were then able to vote for their favourite videos. We also broadcast live performances of the songs on the radio. Mebocaína’s ‘Brigades’ challenged people on the streets of Lisbon and Oporto to sing and the videos were also uploaded to the site.

All clients’ objectives were exceeded:• +2% Sales increase in a 5% decreasing market;• Highest TOM awareness in the category, 7,2pp above expected;• Website visits: + 87% above objective;• 625 videos uploaded, 41% above forecast;• +66% Viral Marketing rate;• +34% GRPs on TV.