We needed more than a promotion: emotional involvement with the theme that would stimulate visits to the store.

We set up a 12-meter tall Christmas tree in the store, comprised of 130 TV sets, which formed a Christmas tree.

Consumers could enter the tree and record a message to any relative, close or distant. This message was transmitted in the tree by the TVs, on the brand's Facebook page; they were also sent to other Magazine stores spread about the country.

The campaign took on huge proportions in the company, exceeding the Tietê store’s horizon.

The store’s promotional activation was notable for the brand and went from a simple activation to a TV ad, inviting people from all of Brazil to record their message.

More than 600 Christmas messages in just one month of action.

And several incredible stories, which became newspaper material for Brazil's biggest TV network, TV Globo (AL TV 2nd edition news), which promoted the reunion of mother and daughter who had not seen each other for 17 years.