The campaign was planned on different media: viral videos, the community engagement through YouTube, Facebook and the Perugina community, an interactive outdoor and a local event.

People soon became fond of the story. In 10 days it has been recorded: 50,000 mails.151,841 visitors to the Baci Perugina site.26,678 contacts on YouTube.5,400,000 impressions on MSN.Sales + 11% in an a-8 market.Giovanni’s story was spontaneously talked about on TG1, the most important national TV news.