We show a person in their intimate moment through metaphors in a fun and light-hearted way. The creative piece needed to show some initial urgency to great urgency and guarantee curiosity and identification with the target audience. Right after that, the unexpected happened: a series of metaphors used with a character in the film going to the bathroom. The product demo is there!

The audio was designed to make the creative piece more entertaining. From the start, the video asks users to turn the audio on. The song itself, a classic Argentinian Tango, sets the pace of the scenes, bringing dynamism that keeps the audience curious. The soundtrack slowly rises all the way into the climax, what makes the film even more fun.

Most importantly: since there is no voice over in the video, the film also works in total silence, getting the full message across the audience.

We launched the campaign's video hero on Facebook due to its innovative content script and format. Despite brand awareness, we expected users to engage. We believed people would be surprised by what they saw in the first 3 seconds and that would be a hook for them to watch the entire piece and engage with the content. The first 48 hours convinced us that we had chosen the right social platform! The difficulties we faced on the platform did not prevent us to go ahead with the campaign. In other words, the fact that more than 85% of Facebook videos are played silently did not scare us. We encouraged users to turn the volume on, watch the complete story and extract its best. Surprisingly, the product demo did not decelerate the content rhythm. At the end, the message we wanted to convey with the video was successfully accomplished.

We delivered the video to more than 16 million people, which guaranteed us more than 10.3 million views, making this the most viewed video in the history of the brand.

Qualitatively the results were excellent; we have a full view percentage of 14%, with 30% of users going through the main point of the message, guaranteeing a complete understanding. In addition, this was the first video with a reminder to increase its sound, although there was no dialogue in the film, the music reinforced the concept even more, the result of this test was also positive. We had three times more people with active sound than the brand average (this action happened before the audio was automatic).

Another highlight was the organic performance; more than 1,000,000 views were achieved with the viralization of the video, a result superior to other campaigns of the brand with investments.