RESULTS:Half million packs of CNA SNACKS were produced. In a record time of three weeks these packs were over. This was for sure one of the most successful actions in the last years headed by CNA marketing department and into the language school category as well. 45,000 enrollments occurred due to Snack Aulas, increasing the client basis in 20%. INVESTMENT X PAYBACKThe investment was about R$ 5 million, including advertising guerrilla actions. The payback was about R$ 54 million including new enrollments and didactic material sale to CNA franchisees.

The creative solution was to use the packaging of chips to explain what was the product. And it was very important because we could pass an important message and most of all a toast to distribute to consumers.

CHALLENGE:The product Snack Aulas was developed due to a very significant point: English course chains in Brazil are so dependable on market seasonality. There are two main periods to captivate students: one during the first semester and another during the second one. Historically, the best results happen during the first semester. Snack Aulas greatest challenge, which was launched during the second semester of 2010, aimed to potentialize the period's result, equalizing or overcoming the results from the first semester of the same year, increasing the amount of students as well. THE IDEA:Besides other divulgation materials, a pioneering action was created: real snacks distribution. The responsible to explain the product was the snacks package itself. As the theme was a "trial", why not school promoters offering snacks in a guerrilla action?