> Objectives : Branding, and recruitment> Actions : ACT : national contest inviting regions to vote for their own and win the prize, a big party.

EXCHANGE: producing a real Gym program with a daily mail presenting movement (Today Tonic) and an online interactive demo (Training Online).INTERACT: Creating mobile content, games and exclusive free ringtones, creation of an official fan club, opening of a real phone personal phone line and Hotmails email address to speak with consumersResults: 1,4 millions VU ; 10 millions Pages view; 150K Mobiles numbers, 220K E-mail Address