Each year, the King of Belgium gives his Christmas speech on national television.

The whole nation is watching at that moment, especially this year in which Belgium went through a serious political crisis.5 days before the event, Martini launched a website called, “Will the king say 'party'?”, where you could guess if and when the King of Belgium would use the word 'party' in his Christmas speech.The person closest to the exact moment, wins a bottle of Martini Brut every week for a whole year. Even the Royal Court were aware of our action, so we were afraid that the King would avoid the word 'party'. But he didn't.The King spoke the word 'party' at exactly... 8 minutes, 55 seconds and 72 hundredth of a second.

The action ran for 5 days. 22,000 people participated.