Our strategy was to choose the mean that would help us to sell our knives to a potential target that has an erroneous perception of Carulla and its expensive products.Our solution was to choose the stations of Transmilenio (the massive transportation system operating in Bogotá) and the goal was taking advantage of its design of separate grids to illustrate the cutting quality of our knives.The four stations with the highest traffic of passengers of the city were the ones used to achieve the highest effectiveness for our message.

Choosing this mean was basic to achieve our goals:All 70,000 knives of the Criterion brand were sold in one week.

The exhibition of the brand was unique: 46,000 passenger average per hour at the stations with the action. Stations are open 20 hours per day.Success of the action implied withdrawing advertising days later.

And the most important thing, the perception of Carulla of selling expensive products considerably changed.