Our idea was to network competing programmes as a single marketing action. We created the Agito Network on both TV and radio. We networked Milton Neves and Robert Avallone on TV and the programmes Na Geral and Galera Gol on the radio and had the presenters argue about the matches of the week, stories about soccer and the perspectives of the teams. During the conversation, Elmo Chips’s new product, Agito, was launched.

The visibility of these actions, the unusual format and the unique confrontation between the presenters produced very favourable results for the product. The buzz this created far outstripped the investment. But the most important aspect was sales: they exceeded estimates by 43%.