The communication goals were similar to those of a horror movie: to create enough terror and suspense to capture the attention and interest of the audience.

In Brazil, audience drops by approximately 3% during commercial breaks. Also, the high impact obtained allowed a reduction in frequency of 10% compared to commercials aired during the break. The broadcaster charged their normal prices.

The message ('Time of Horror at the Hopi-Hari Amusement Park - Your Time Will Come!') was perfectly integrated with the innovative way it was aired: the beginning of the commercial simulated a technical broadcast problem so that mentally processing the message presupposed an interruption in the episode. Viewers’ attention was stimulated by an unusual occurrence creating a powerful impact since they never expected to see a commercial outside the traditional breaks provided for them.

The way in which the commercial was aired produced the same level of attention given to the John Doe episode. It interrupted the story line at the precise moment of greatest tension. This generated enormous impact for the sensations of suspense, mystery, horror and curiosity stimulated by the content of the message.

The innovative approach was in the way the communication was aired: it ran during the content portion of the Fox Channel’s series 'John Doe' (which had great affinity to the campaign concept) and not during the commercial breaks like conventional teasers. This innovation led viewers to process the commercial as a 'perceptible subliminal message'. The interruptions in the series content were scheduled for moments of great suspense, impacting viewers in a vulnerable state and causing them the additional tension associated with the event being promoted ('Time of Horror at the Hopi-Hari Amusement Park - Your Time Will Come!')