The communication goal was to continue reinforcing the image of the brand Vivere through actions which generate appeal towards the brand character Chuavechito and strengthen the emotional link with the consumers and the potential brand users.We reached the target through a strategy of unconventional actions whose main goal was the interaction of kids with Chuavechito (Brand character loved not only by kids but also by their parents). It all ended with the launch of Chuavechito books communicating them on the Internet, Cable TV and main sale points of the country.

We have a very good figure to express the success of the campaign: until this moment 60% of the books printed have been sold.

A collection of 4 books was developed. The stories were led by Chuavechito.

A personalized interactive application with the same book format was also developed, and it allows the user to experience the concept, apart from having the possibility to enjoy very entertaining didactic games.This launch was broadcasted on one of the main children´s channel (sponsoring a learning capsule), on the main internet sites and inside the main point of sales, generating visibility

The target was reached effectively because the brand could get closer to the kids through Chuavechito, generating a strong link and making him a significant help for their parents (the books are about typical 2-5 year-old-kid's issues).The chosen media gave the books enough credibility regarding kid's development.