A character was created, Joe, a young man who is having trouble getting money to pay for his university and has an idea: raffle his car to get some extra money. But since his car is also his greatest passion, he decides do raffle just half the car. Joe sets up a blog with videos of the VW being sawn in half, shows how the raffle works and also talks through the blog and channels such as Flickr, Orkut, YouTube, and Twitter, about the difficulties of studying and working. A short time before drawing the raffle, he meets Ana, an employee of Unibanco. She tells him about the university credit, the raffle is suspended and he manages to finish the university and keep his VW. The product was revelated and get started the media online campaign for the university credit divulgation.

1600% rise in demand for the product;Blog: 10,477 page views in 1 month;Flicker: 17,243 page views;YouTube: 45,565 views;Twitter: 763 following.