Our 10 finalists were part of the "House of SEDAL" a stunning place designed with beauty salon, a live transmission set of the radio station, a stage, a runway and a beautiful living room where they all gathered, The House was set inside one of the most important shopping malls of the country. Our consumers connected with our strategy by on-line votes and phone calls to radio stations, to eliminate or reward our participants. Thanks to the efforts made, the idea was present on TV, Radio, Digital and Indoors.

We achieved more than 100 hours of radio transmissions dedicated to the brand, reaching 28% of our target and more than 5,000 TRP´s on a national level in just 10 days.

The efforts done in the digital world helped us obtain 1,000 women enrolled to participate and become one of the 10 finalists of the Radioality, 3,000 on-line voting’s and 40,000 page views to our website. The shopping mall´s traffic increased by 14% during the 10 days of the activity.