The creative strategic solution found was to use billboards that already existed by the beach and to build Tiago Pires’ nickname, Saca, with wax bars.The wax bars were placed on the billboards so that the surfers that passed by could pull them off and take these along with them.The word Saca, also means to pull-off or take something from some place.In this case, we spread this special outdoors by the Portuguese beaches that have the largest surfers’ attendance.

This communication activity has not come to an end.TMN's Saca Tour event happens on several dates throughout the whole summer so, to this day it's impossible for us to have some 100% measurable results.The only data that we have at the moment is that we were able to build a media plan with 4 surf magazines, with a total of 50,000 print ads: Surf Portugal – 20,000 inserts + On Fire – 10,000 inserts + Girls On Fire – 10,000 inserts + Soup – 10,000 inserts.