To recreate the central concept used in the spots, through a high-impact virtual action in TV programmes, where an interaction between the little (virtual) Nova fish and the programme conductors is generated. When told to dance, the fish says no. This situation is resolved by means of threatening them with the maximum absorption of Nova, showing the product and the phrase: Will you dance or not? Finally the fish dances happily.

Action generated an upgrade and refreshed the message already communicated by the TV spot. We achieved the best evaluation of all attributes, especially “nearness”.We also achieved first place in recall of presence in live programmes, exceeding expectations by far. Source: CMPC