Prompted by their never-before-imagined opportunity to be bigger than life on TV, women flooded the contest with entries at record numbers. Six winning stories were filmed as two-minute mini-telenovelas starring well-known actors. Branded, national television trailers publicised the broadcasts and real TV stars. The winning films aired in a commercial pod during the first break of Mexico’s most watched telenovela. Each story was branded within the Ariel 35th Anniversary celebration.

Exclusive usage, a loyalty measure, increased by 48%, while the brand lead as most used by 24%. The Anniversary campaign achieved 67% advertising awareness after eight weeks, exceeding the 65% objective. The mini-telenovelas achieved 35% recall with Mexican housewives after week six.