As the budget set by the client was small, of only 2 thousand dollars, the agency ruled out the possibility of buying any media. The creative team then chose a different course of action, but that at the same time raised awareness to the sale. This way, using the buzz the Rio de Janeiro Marathon was causing, the action was created in the actual event. Stimulating the public and the runners in an unconventional way to run and take advantage of the sale.

In less than 1 hour, 20 thousand runners were exposed to the action. In addition to this, thousands of spectators were also exposed to the unconventional action of CASA & VÍDEO.