We created the “Prev Jovem Characters” and offered those dolls as gifts to everyone that bought a plan during the “Give a future as a present to your child and win a doll” promotion. The campaign was designed to create desire for the dolls among children and sell the plans to their parents using strong emotional appeal.The characters were heavily promoted by a CG TV spot that brought them to life. The spot was placed in kid’s channels and played a fundamental rule on creating dolls desire.

We achieved leadership in this market capturing – in just one month – an amount of resources 800% greater than the average of the previous months, with 912% ROI.