In 2015 Aquarius set out to shake up the social networks with the launch of a promotion never before seen in Spain. What would happen if, for the first time ever, a soft drink can posed alongside historical, literary, and show business greats? And moreover, what if an ordinary person did it?

We wanted to find out and so we created a Twitter contest through which the author of the most “risen up” tweet with the most retweets, would become part of history in one of the most famous museums in Spain: the Wax Museum of Madrid, next to Shakespeare, Cervantes, and Woody Allen.

In order to launch and raise awareness of the promotion, we created a large-sized copy of our product, which was exhibited in the museum. We recorded the “making of” the can, which was crafted by the craftsmen of the Wax Museum of Madrid, and we viralized it on Facebook and Twitter.

Meanwhile we created a microsite through which people could follow the evolution of the voting in real time during the two weeks of the contest.

Once the contest was over, the wax double of the winner was created and subsequently exhibited in the museum.

After two weeks, 23,202 retweets deemed José Gallardo López as the winner of the contest. A young inhabitant of a small town in the north of Spain, he was the first ordinary person to pass along to posterity, exhibited in the viewing room alongside Hollywood stars.

In only two weeks, the web received more than 21,000 visits. The Brand’s presence in digital media increased by 60%, and it appeared on all of the newscasts in the country. Moreover, it all reinforced Aquarius’ positioning as a product with which you “rise up”.