The strategy was to integrate the message with the actual content of horoscopes, placing it in traditional media (press) using a unique spot, never before commercialized. The content of the horoscope is real which means is not perceived as commercial information and is aligned with the current brand communication platform, creating a personalized connection that complements the message seen in other media. It was built thinking on the strategic use of the message, media context and mood of the target.

According to Millward Brown tracking, advertising recognition grew 12% during the activity from 49% to 55%; brand recommendation passed from 43% to 55% and brand proximity grew 50% from 38% to 58%.