We synchronized the 11 top radio stations in Sao Paulo to give birth to the BIG IDEA that would change people’s day in traffic. We took advantage of Sao Paulo’s rush hours to guarantee that people would be in their car listening to the message on the radio simultaneously. The aired message invited drivers that were listening to the radio at that time to smile to the person in the car next to them if they heard the message and saying that the person would smile back if they also heard the message. An inspiration with great reverberation potential became a 2-minute video on the internet. The action was surprising and elicited positive reactions, engagement and reverberation, going beyond the obvious. Consumers were impacted on the streets and the action also became a video that was the one the most commented and visualized ones at the time, being worldly well-evaluated.

The action became news on and offline with excellent results: the 2nd most watched entertainment video on YouTube. Until now: 2.1 million views and more than 1,400 comments. According to Topsy, the action made the Top most seen 100 videos in the world. The video was tweeted more than 27 thousand times having more than 4.5 million impacts. The Brastemp brand and the hashtag #inspiracaomudatudo made the trending topics in Sao Paulo and Brazil during the launch. 67 thousand shares on Facebook and 28 thousand likes. More than 377 posts on blogs and 1,563,333 pageviews per day.