The starting point was to be present, in a 360º strategy, through the automotive world’s icons and provide the consumer to LIVE THE CAMPAIGN’S CONCEPT through the brand. The biggest challenge was to find a way to express and cover the brand in all ways and channels of communication as well as making its presence before the consumer as an unforgettable and overwhelming experience. The unexpected approach at the most unusual channels for this category raised the campaign's impact and awareness.

The adequacy and total synergy among the communication channels contributed to maximize and make the campaign grander than its investment. It has become the variant with the best sales result in Brazil, with 3.6% of the market share and giving the brand an increase of 1.6.