The media campaign also included an in-store sampling and high visibility stands, decorations, and new design on yogurt caps with an Activia Woman call for action message to enrol into the TV contest. The campaign had a dedicated website with an online contest with voting for "Femeia Activia", and a Facebook profile, along with PR and large blogger participation for an Activia event with 150 women bloggers invited.TV show Mechanism: - National selection of 6 women – characterised by age - Reality TV show + online with daily stats showing problem-task-progress - The fil rouge: digestive disorders caused by lifestyle with emotional and physical consequences - Online and SMS voting - Big gala TV finale with 10 minute Morning TV show

Spots aired: 586Overall campaign: over 500 TRP'sReach for Danone: 69.4%7.900.000 people watched Activia Woman TV show during 3 weeks campaign - Final show: Morning TV show - 750.000 people viewed the final show having a 40% increase of rating vs average Activia morning programe - Activia Facebook profile - 9.500 likes - 3rd in Activia world - Dedicated website - Visits: approx. 70.000; Pages/ visit: 5.5 pages; Votes for Activia Woman: 24.000