The campaign was aired mainly on TV with a huge success, so at the time of thinking in the radio as media we decided to base the work in all the characters of the TV spot with an idea that had the following structure: the people called the radio and chose what characters of the TV spot the wanted to mix and at the same time, they generated more than 20 new stories with their corresponding happy endings.

The attraction of combining and knowing new stories was a huge success and triggered a big participation of the people through the calls. The radio spots powered the success of the TV campaign and turned the old perception of the brand around, drawing it definitively closer to today’s consumer.

As a result of the campaign, brand recall reached 91%, the perception of modernity went up to 60% and innovation marked 79%. And the market share and sales goals for 2010 were by far higher than those of 2009.