We divided the campaign for 3 different newspapers.The strategy was to use a different format on a daily basis in every newspaper. A total of 18 different formats were developed by the media agency. Also, it was a challenge to communicate for 2 months in a row without getting bored & tired the readers.

Using a 1/3 of our competitors budget, we got 94% of recall and 82% belongs to newspaper - a record for a media that only reach 15% of the total Dominicans. Also got more than 15% market share during the launch breaking a tradition in our country.