There was no media team. We worked together to create The Big Punch and think about the implementation that depended on the traffic and where the target was. The idea was exposed through Everlast’s Facebook page and The Big Punch’s twitter and it got viralised. Then it caught the major TV channels and printed media’s attention and made the exposure even bigger.

The main media was the special car, the Big Punch, but it was promoted online to be used by the target. Then the video of the action also became another part of the campaign, from outdoors to digital. To make people feel part of it we created little Big Punches as key chains for women to carry.

We had an increase of 300% in Facebook fans and over U$1.5 millions in spontaneous media. The brand got an even better increase of female clients at their stores and 35% of marginal income during the exhibition period of the campaign.