Fashion experts were watching the event and so were the professionals responsible for the editorial of the official newspaper covering the Event. The models were photographed when preparing themselves for the cat walk and many of those pictures were used by the media and by the prestigious and glamorous Brazilian fashion magazines. The impact was so huge that target consumers wanted to wear the mini card, just like the models did.

Soon after the beginning of the campaign, the call centre started to receive a huge number of calls, nearly 200,000 requests. They all wanted the new accessory quickly so they could “wear” it and show it off as the models did in the Fashion Week.