Being “The Great Argentinean Newspaper”, Clarín communication always highlights our national values and traditions. The National Truco Contest is placed under this communication umbrella focusing its promotion on Truco: the most famous cards game played by Argentineans, where the ability to lie is essential.The promotion had a unique innovative mechanic. Each Sunday magazine included three cards from the Spanish deck (each issue having different cards) hidden in a folded flap. With those cards, each customer played Clarín the following day and, depending on the result, consumers could win important prizes or pass to a $100,000 prize National Contest.

Clarín newspaper sales increased 20%.A new promotion technique between Clarín newspaper and its readership was established, since this was the first time a flap had been included in the body of the Viva Magazine as a means of taking part of a promotion.Such was the success of this promotion that it had four editions, building up readership loyalty over four consecutive years.Conducting this action enabled the development of other promotions which also use flaps in Viva Magazine.