To publicise the second edition of Skol Rio, we relied on surprising actions that generated expectation related to the event. In O Globo newspaper, for example, an intervention was made in which the sign (circle) occupied more than half of a page and covered a good part of the articles. In fact, it was an exact replica of the real page which followed with the same articles and no ad.

Skol Rio 2004 was a major event in the city. Over eight thousand people attended the event nightly. The concerts were a popular and critical success and were completely sold out. By advertising in two stages, we generated expectation for the brand which dominated Rio's pre-Carnival phase as well.