MTV Brazil was launching its new 2011 programming. We needed to inform the entire market – marketing, media, and creative professionals – about the new programming, and also position MTV as the only broadcaster to speak directly to young Brazilians. This is why we enclosed a wearable tattoo in the largest advertising market newspaper. The title of the insert was clear: “You’re not advertising on MTV’s new programming? Pretend you fit in and strike a young pose.” But that was just the beginning. We handed the tattoo to Neymar, a young, 19-year old Santos player and a rising star in Brazilian soccer, and asked him to wear it during practice, which is a time when reporters from all around the country generally pay attention. The thousands of advertising and marketing professionals that received the insert on Monday morning were once again impacted throughout the day. On the following days the image of Neymar with his tattooed arm was stamped on the largest portals and newspapers in the country.

We enclosed the wearable tattoo in the most important Brazilian advertising market newspaper. The title of the insert was clear: “You’re not advertising on MTV’s new programming? Pretend you fit in and strike a young pose.” We also handed the tattoo to Neymar, a young star in Santos Soccer Club and a member of the Brazilian national team and asked him to wear it during practice.

Over 8000 wearable tattoos were inserted and distributed, directly impacting tens of thousands of media professionals, marketing managers, and creative professionals. They were all impacted again – several times – by Neymar’s exposure on the covers of the largest newspapers, magazines, portals, web sites and blogs in the country. Besides generating millions of Reals in spontaneous media, this action helped the station sell all of its sponsorship packages in record time.