Comunique-se is the most important Award of Journalism and Corporate Communication.

The award consists of three eliminatory phases and is given for the culmination of a professional’s life long work. The journalistic community was encouraged to vote for fellow journalists online. The goal of the action was to inform and congratulate the 36 qualifying finalists, and to assure their presence at the award-giving ceremony at which the 12 winners would be disclosed.

The strategy was to show the journalist that he was the centre of attention for the big award-winning night, and therefore could not miss the ceremony. A highly compelling direct mail was created, which set off flashes when it was opened, thus simulating the emotion-filled experience felt by celebrities when they are surrounded by camera-flashing press photographers.

The campaign was considered phenomenal. 36 pieces were sent and it generated thirty six leads. An exceptional response rate of 100%, thus assuring the presence of all the thirty six finalists.