Creative proposed differentiated formats, from inserts to multipages. On the other hand, the media was seeking for editorials that could contemplate our needs for coverage, socio-economic updating and automotive editorials.Upon defining the titles and discussing our needs with the respective publishing houses, we sought a unique and differentiated formula that would impact readers in the editorial context: the watermark format.We took the idea to our creative which developed an exact title that used the idea.

Through negotiations it was possible to switch the positioning of one of the magazines sections to the beginning of the edition. The cost of the consecutive pages was only 55% of the cost, since the image of the product remained longer in evidence. A reduction in investments and a superior recall compared to the competition, were the main accomplishments of this action.