The campaign concept “Havaianas is well-being and relax” was transmitted through a story where the VJs, exhausted with the busy day-to-day, freak out during their shows and decide to go on strike, organising a party where wearing Havaianas was mandatory.Besides the interruptions in the programming, we had support for the actions through the VJs’ blogs.

The medium mix, TV + Internet, was crucial for the success of the product communication strategy.The combination of the idea and the irreverent commercial format with an excellent negotiation resulted in a project that was simultaneously good for Alpargatas and for MTV (which wouldn't have this budget in normal situations), as well as for Havaianas that gained an extra commercial edge.

The good-humoured and contextualised interventions were extremely efficient in sparking the curiosity of the youngsters that actively participated in the action through the web. The average click rate of the MTV channels that participated in the action was of 3.49% (well above the market average, which varies between 0.2% and 0.4%).The goals among this public where achieved, the action received hundreds of comments in the campaign blogs and hotsites, and the brand came closer to this audience in a non-invasive manner.