Music Juice fits into Promo & Activation because:

1. It used live engagement in the middle of a rock festival to deliver Tigo Music´s message through a surprising promotional element: a juice.

2. We promoted Tigo Music´s Streaming Music Service through the story of some juices that listened music non-stop for two months and then gave away the juices so that assistants to the festival could refresh themselves with the very same music

they were listening.

- Two months prior to the festival, through digital channels, we gave a message: there were juices listening to Estereopicnic´s artists (Jack White, Kings of Leon, Calvin Harris and Los Aterciopelados (Local band)) through Tigo Music, since their early "fruit stage" until distribution.

- Tigo´s Music Juices were available at Estereopicnic so that people could literally drink music, have it in their body and energize it. In this events, people have to buy water if they´re thirsty. But the Music Juices were free for everyone. When other carrier users asked for a Juice, we also gave them a Tigo SIM card they could use for a 15 days trial.

- On the original plan, we wanted to name the juices after the artists: Kings of Lemon, for example. But do to copyright issues, we were able to name them after their albums.

- Music Juices created free press for U$172,000

- Tigo Music appears as one of the 10 brands more appealing to young people.

- Tigo Music made a huge step, owning the music territory even against other category´s brands. The brand perception completely spinned: now Tigo Music lives and breathes music just like youth does.

- Assistants to the festival drank around 20,000 juices.

- 17000 new users of the Tigo Music platform registered.