To show the effectiveness of the Starflon non-stick coating of Tramontina Cookware, we set up a shooting range where people, using toy guns developed for the action, shot various sauces at pots printed on posters. These printed pots were given a treatment similar to Starflon so that the sauces would run off of them and stick only at the edges of the poster. Each poster had a different, personalized, signature design, which were photographed to be used for Point of Sale material, for example. For the action, we invited celebrity chefs, Tramontina questions, and even our Olympic shooting medalist, Felipe Wu.

Implementation: Our strategy for amplifying the action's impact was to invite web celebrities, Tramontina customers, and our Olympic shooting medalist, Felipe Wu, to test the effectiveness of Starflon non-stick coating. We also distributed discount coupons to everyone who participated in the action, with values that varied according to each person's performance.

Timeline: The action lasted one day and the material generated stayed in stores and the social networks for one month.

Placement: Tramontina Store and Parking Lot of Morumbi Town Mall.

Scale: We set up a 100-square-foot shooting range where the action took place.

Business impact – 32% sales increase on the day of the action.

Response rate: Hundreds of people impacted during the action and millions on social networks.

Change in behavior: After holding and publicizing the action, there was a considerable increase in consumer interest in cookware with Starflon Non-stick Coating from Tramontina.

Consumer awareness: 55% increase in awareness after holding the action and publicizing it.