The strategic solution was to join a global concept with a local action. The launch was celebrated with the explosion of a car, which represented all consumer’s worries and dislikes.The media channels were: a campaign’s hotsite, a brand channel on Youtube, a fan page on Facebook, Twitter, MSN’s tab, and banners on the home page of most important Brazilian portals such as MSN, iG, Yahoo, Terra, R7 and UOL. All that together made this the biggest live broadcast campaign on Brazilian internet that impacted over 90% of all internet users in the country.

The video was watched more than 328 thousand times through broadcast banners on the most important Brazilian portals, which were clicked on more than 628 thousand times. The live stream had 2,1 million ‘plays’ when adding the hotsite, the brand channel on Youtube and the official fan page on Facebook. It was the most popular Brazilian brand channel on Youtube in terms of audience, going from the 18th to 1st position in only 72 hours. There were 19 thousand participants and over 32 thousand tweets. Spontaneous media, besides websites, blogs and social networks, was also on newspapers, magazines and TV.