The date was October 19th, Mother’s Day, at 9:00 pm, prime time, on five open TV channels simultaneously (representing 44% of ratings). TV screens went white in order for viewers to share time, greet, remember and think about their mothers. Ad previews, newspapers, print, outdoors and NTA on radios, were created to produce audience expectations during the week prior to Mother’s Day. Julian Weich, TV spokesman, who has represented Ala since 2000, was in charge of presenting the 'gift'.

• Integrated communications plan was carried out;• 9% of the total budget, second semester of 2003, was destined to this action;• one shot Mother’s Day TVC: 44% rating; 1,500,000 people received this special gift; • wide and positive repercussion in the press; • action data: positive Awareness 59%, adequate to the brand 87%, enjoyment 79%, overall opinion 8.41 (means score, base 10); • brand data: conviction/bonding. March/June 19% vs. September/November 26%; • share value: September 34.2%, October 34.5%, November, 35.6%.