We didn’t want just a jingle or a TV commercial; we wanted a song and a video clip. We left Marcelo D2 free to create, so we achieved what we wanted, and it was a big success.

Through MTV Brazil, we aired the video clip, and it went viral on the internet and young tv channels. As a commercial it was communicated on the biggest Brazilian networks.

Beyond that, the song ran on the radio, as a song and spot. Also, we had the promotion 'Leave your Mark on MTV' – our target could paint MTV logos, and it was aired on MTV channel On Mix TV (second biggest young channel in Brazil), Sharpie pens wrote video clip subtitles.

The best we got with it, was the profitable media compared to our competitors, we earned more than US$ 1.2 million in free media.

Sharpie’s launch in Brazil reached 38,000 fans on Facebook, 538 000 views on Youtube (over 200,000 just in the first month) and over 9 million impressions on MTV portal.

The 'Auction Art with Sharpie' was also a successful outcome; more than 29,000 bids were recorded, more than 3,200 subscribers and over 38,000 pageviews.

In addition to the numerical results, Sharpie got a huge engagement in social networks with the young.

Products sold out in many outlets, entertained and engaged multiple consumers, and could spread the idea of customization and self-expression of a permanent marker... More than 50M Brazilians impacted.