The aim of the Polish Free Hugs Day campaign was to strengthen the new positioning of the Hoop Cola soft drink brand and its new open yourself to others communication platform, which promotes the spontaneous showing of positive emotions and opening up to people around. The campaign promoted the idea of 'Hugs' in Poland and its goal was to collect 100,000 signatures under the petition to establish the 24th of June as the Polish Free Hugs Day.As a result of the PR campaign, over 135,000 signatures were collected under the petition. The main Polish media, both regional and national, widely commented the subject and the Day of Hugs became the top story of the day with Poles from all over the country actively involved.

When 135,000 signatures were collected, the petition was handed to the Ministry of Labour and Prime Minister.A demonstration was organized, which allowed people to take part in the project. Consumers were informed through social media, as well as stickers and posters on the streets. This attracted a great deal of media attention.

The agency came up with the idea to make politicians hugging outside the Polish Parliament. The aim of this was to attain their support for the project and interest general media. Several prominent politicians agreed to hug in front of camera. Political journalists asked politicians within the parliament who they would hug that day.

Over 300 cultural, political and entertainment journalists were contacted in both national and regional media.Flashmobbers created a flashmob in front of the Polish Royal Castle. The campaign inspired also people in other towns to form groups that hugged passersby.

The advertising equivalent achieved was 803,777 PLN (201,000 Euro), while the PR budget was more than 15 times lower. The Polish Free Hugs Day was widely commented in the media. The result of the 3 month PR campaign, the subject was taken up in 28 different press titles, 81 radio programmes on the biggest radio stations in Poland and 57 TV programs (mostly main news programmes). The media effect of the campaign resulted in reaching around 750,000 persons aged 15 to 39.During the campaign over 135,000 signatures were collected under the petition to establish the 24th of June as the Polish Free Hugs Day. 403,416 unique users logged onto the website. Top of mind awareness of the Hoop Cola brand rose from 8% to 13% while spontaneous awareness rose from 33% to 45% - the highest results in the history of the brand.