A powerful idea was necessary in order to stand out from the many brands present at the beach. The idea consisted of hiring bikini-clad promoters. In the back of their bikini tops, the men could read "Click Here", suggesting that with just a click they would be able to see that woman naked, which is what happens when you click on playboyrevista.com.

In the first two weeks, the website had over 200,000 visitors, 35% of which became registered users. As the target began to return from vacations in the following weeks, the number of visitors jumped 20%, which demonstrates the idea's strong recall.