An integration of activities finalised with dating was key in reaching the target. We represented 107 as a dating facilitator invading 10 cities with real Cupids in hangout areas and universities, guerrilla activities (magnets, stickers, bookmarks…), a cool personalisation of the most famous instant messenger, a competition developed with the most important music TV channel inviting youth to express themselves via web, and finally a free press special edition was distributed on Valentine’s Day.

High awareness, involvement and familiarity with contest’s values due to originality of communication. Considerable participation and strong recognition established a deep emotional bond with target.