Not only was there a perfect symbiosis between the magazines (media) and the mobile phone company (advertiser), but the audio content positioned mobile company Oi ahead its competitors by delivering rich and valuable content. On the other hand, Editora Abril was benefiting from expanding its boundaries, producing customised information specifically to phone users. Both of them were pioneering this type of initiative. From this media mixing a new and interactive dimension emerged for both parties.

Over 150 audio pills featured in 17 selected titles, from Cosmopolitan to Playboy, delivered over one year, generated over 1 million calls. Oi benefited from the incoming calls that paid off its media investment, while Editora Abril found a niche in the market that had never been explored before.