On December 1 – the day that the entire world commemorates the battle against AIDS – we wrapped the most important and popular national monument of Argentina (located in the most crowded spot of Buenos Aires) in a gigantic pink condom (67 meters high x 12 meters wide). In addition, we organised a whole day’s promotion and events around it to enhance its impact and engage consumers with Tulipan.

Every single local medium talked or published something about this extraordinary event. Many international media also gave coverage (CNN USA, TV Azteca in Mexico, La Reppublica from Italy). In just 48 hours, we reached more than 8 million people and obtained more than US$350,000 in free advertising.