The very low energy consumption of the screen (lower than an electric shower when completely on) received wide coverage in spontaneous media press. Thus, the screen became the message. It displayed animations that integrated the image of the company and created a channel of digital art showing inside the New Year's party.

The screen became a tourist attraction in Rio. The screen’s New Year's Eve countdown, considered the 'official' one in Rio, was broadcast live by the major Brazilian broadcasting company. The spontaneous press coverage was around three times more than the amount invested, and the message of responsible energy consumption was clearly communicated.