The "Love in Action" campaign started with a series of traditional TV spots inviting people to submit their own personal love stories, one of which would be made into the movie. In response, people posted 1,307 love stories.After a month of reading and selecting entries, a committee consisting by the client, the agency and a famous Greek screenwriter, judged the top five stories.The winning story was about a musician and a new army recruit who meet on a train journey. Online polls decided casting (full screen tests were put up online), the characters' names and even what the actors wore.A total of 11,500 people registered and voted on pre-production decisions, and some were invited to be extras in the film. Updates were posted on Facebook, Twitter and the campaign blog during the two-week shoot, while daily making-of videos were uploaded on YouTube and photo galleries on Flickr.

The plan was to run the resulting 27-minute film online, but the making of the movie created such a buzz in Greece that the country's leading TV station, MEGA Channel, offered to screen it free of charge on Feb. 14 as part of its Valentine's Day programming.The film attracted a 12% share of viewers and was seen by more than 335,000 Greeks on TV. In the first months online, the film was viewed 230,000 times by 8% of Greece’s Internet population, and attracted more than 28,000 fans on Facebook. And the song featured in the film became a hit.