The objectives set for the duration of the campaign had already been exceeded by the end of the first day:1. On the first day, circulation of the start video exceeded the target of 20,000 with a total of 37,299 visitors.2. The click-through rate to www.otto.de was set at 6%, but managed a total of 26.5%.3. 18% user involvement was selected, but actually reached 35% (i.e. users who watched the start video right until the end).4. On the first day, an average of 4,000 users interacted with the annotations (links within the video).5. During the whole campaign, more than 7.8 million ad contacts were reached via YouTube (more than 1 million over target).