To communicate a Visa promotion with Pizzerias, we had the Sunday paper – typical São Paulo day for a pizza – be delivered inside a pizza box. Just like the way their delivery pizza arrives at night. We printed the copy on the inside of the box cover. And inside the paper, a huge pizza in a Visa ad communicated the promotion.And guess what, the ad itself had a perfect smell of a pizza just fresh from the oven. How about a smell as a call to action?

Besides of bringing excellent results of media in terms of coverage, frequency and editorial adequacy, this media platform mobilised the target to participate in the promotion, driving more people to the pizza restaurants using Visa cards, and helping to improve the brand visibility results at that moment.