The agency presents a great, unexpected and provocative bet: 100 students from IULM University in Milan would enter a giant, 12 metre-long condom, placed right in front of the building main entrance. “The Condom Mob”, the first flash mob inside a condom, has been launched. Students are engaged through online and offline activities. Facebook and main social networks, along with blogs and forums, creates continuous word of mouth, while guerrilla and ambient media raise attention inside the university.

The bet has been won. On 3rd December 2009, Cesvi gives its good example, creating real and strong engagement: 200 students enter the giant condom. The first Condom Mob ever takes place. The media coverage of the campaign is impressive: TV, radio, magazines, social networks and hundreds of websites and blogs spread the news. During the following days, engagement goes on in a user generated mode: curious and funny bets are made by students in order to sensitise friends on HIV prevention.