“Guess what is good in heaven and good on Earth”
Strela had launched an off-line campaign which placed great emphasis on the "character" of being a strelista. The idea was as follows: "The strelista shines happiness and fun." In addition, the coincidence occurred that during the launching of the beer brand an SMS of unknown origin was being circulated around Cape Verde that said: "Guess what is good in heaven and good on Earth”. This message was widely spread and helped create visibility for the brand and the product. As a result of the global strategy defined by Dogwood we had to transmit this in an interactive way.
A “virus” to fill the sky with stars
To do this, we created a viral element in which the user marked a point in the sky where he had "hung" a star. From the same application – in Flash – an email was sent to a "friend" with a text message and a link that leading directly to the sky, where the receiver of the message saw the sky with just his star and the message that had been sent. Thus, the user "shone" happiness from the sky (depending on the message, of course...), just like a real strelista.
