Make tangible by means of communication situations that are valued by young people, the concept 'Dare to … with Crush.'

We saved 60% in investment compared with the cost of a regular schedule, shown in the same time slots. We transgressed the traditional formats of sponsorship, involving each one of the characters with our code.

Sponsor of promotional support of the juvenile soap opera with the highest rating in the target. In each support, dailies of the soap were shown and at the end they were 'frozen' and remade in a comic format, (Crush’s same graphic code), and at the end close with the campaign’s claim: 'Dare to with Crush.'

By creating a direct association, according to the language of youngsters, and by using the programme as a communication lever, we managed to transfer all of the programme’s values over to the brand in a completely innovative way thus creating a direct association. Transforming a programme’s characters (in this case soap opera '16') to a comic format is an action never before carried out in Chile, which breaks the code between contents and advertising. This is a transgressive idea, in line with the brand’s concept: 'Dare to with Crush.'

Search for a media product that is appreciated both quality - and quantity-wise by the segment.In view of the foregoing the decision is to use TV as a central medium, associating contents of the latest trendy soap opera with the brand taking it to the campaign codes (comics), making the characters of the programme (highly valued by target) to participate in the brand’s communication.