Comunique-se is the first Brazilian portal totally directed at journalists. It created the Comunique-se Journalism and Corporate Communication Award with the aim of recognizing a journalist’s performance. The objective of the campaign was to ensure the presence of the 42 journalist finalists at the award-winning ceremony. The major challenge was to attract the attention of the target audience and secure its presence at the event, given the extremely busy workload and difficult accessibility of these journalists.

The action was so successful that it had spontaneous media repercussion, with several remarks being made by journalists in various communication media, joking about the hairdo they would wear on the award-winning evening. And the most important feature is that 100% of the journalists invited to the event attended it.

To persuade the journalists to attend the award-winning event, a compelling direct mail was created. Since a journalist has to be in several places on the same day, he was treated like a superhero. The direct mail had two versions. The male superhero version had jars of gel to be used by the journalist to style his superman pompadour for the award-winning ceremony. The female version had rollers for the journalist to use in styling her Wonder Woman hairdo. The piece asked recipients to confirm their presence at the award-wining evening. The action was supported by emails and hotsites.