The idea of the promotion consisted on valuing diversified news consumption, which helps people to challenge their thoughts and to be open to controversial information more than with a unique format of news.The message was a strong "wake up call" which encourages the audience to keep a strong personal opinion, especially when celebrities (politics, pop-culture) exposed non-sense positions. All the used quotes were true quotes so that the demonstration gained strength and can pop-up to people when they were close to the brand in diversified channels (newsstand, digital etc.).

The landing page generated almost 100,000 downloads of registration forms, and sales of week-end formulas have raised +59% during the 2 months of the campaign vs. the 2 previous months.