We decided on the idea of passive presence of the peace symbol on television: on coffee mugs, hosts’ cue cards, flat screens, a sign held by a member of the audience and on tv hosts’ and dancers’ t-shirts.

We pasted the symbol on bus windows and printed it on the upper right-hand triangles on newspapers.The 90-second launch ad, simulating a breaking-news bulletin, was broadcast simultaneously on every channel on prime time.

Thanks to this idea the “Big End-of-the-Year Consumer Loan” campaign was a success. By the time the campaign closed, it had met its objectives by 122%.Its TOM rose by 1% over the prior year’s campaign (from 47% to 48%).It reinforced BancoEstado’s image of security and trust.