By using the vacation auto-reply e-mail as a media, we were able to talk to consumers when they most wanted to take vacations: when they were jealous of their lucky colleagues. It became a new media, totally and naturally viral. And the best part: very effective besides the low budget.

This was the first try to see if this initiative was valid to become something permanent. In the first 15 days we reached 90,000 users and sold 13,500 trips. Much more than we had expected.