We explored the main entrepreneurship magazine in the country with an innovative proposal. Making use of the positioning of the campaign, we wrapped Exame magazine with wrapping paper and sent it to a special mailing list of 26,000 people in the city of São Paulo.When opening the gift, the readers found the magazine open on the central page, which brought the CR-V ad with the words: “Remember that sensation of being given a new toy? Honda has brought it back.”

More than a media action, it represented a closer proximity of the Honda brand with its potential consumers. We made the moment of information of 26,000 people more fun and with the certainty that the CR-V is more than the best SUV option in the market. It is the kind of toy that all car lovers would love to drive.