We aligned the campaign concept, transmitting the benefits of the freshness, softness and deep cleaning brought by the new formulation, with external and internal actions that provided an experience of these carriages, synthetic grass floor, cushiony seats and handrails and a ceiling covered with Aloe Vera leaves. This way, we impelled our target consumer by bringing this conceptual universe of sensations into their real environment.

Initially, these trains woere to operate for 3 months, but due to continuous requests to Supervia, we extended the campaign for another 3 months. Costs totalled US$36,000. The action became a successful showcase and was used in several out-of-town media fairs.