The campaign had three phases: easer, launch day and daily events. For the teasers we used a special war marketing activity. Actors dressed as prisoners and tied to desktops were spread in many places in Sao Paulo. Launch day with unedited 2-minute announcements in radio and in the first day´s event. 2) The entire campaign changed to the freedom concept and all media meant to deliver the perception of freedom to the target.

The investment was low comparing to the magnitude of the event.The campaign runs in more than 25 different media channels2,7 million people reached.

All media together generated more than 2.7 millions impressions in 10 days in Sao Paulo