The challenge of 'Athena' lay in strengthening their visibility, and becoming a brand to reference in young people's mind.

The constraints in launching the campaign are several: - A brand distributed along all the distribution chain including hypermarkets has a difficult channel in which to develop the brand.- A market faces a strong (concurrence) with brands which have the capacity to invest and become widespread.

- A limited media budget which pushes the brand to set up press relations, in order to generate a maximum of benefits.

Finding a way to engage with Internet users via word of mouth is the main goal of Athena's new game. We attempted to change the current perception of Athena so it becomes a fun brand on the move. Athena wishes with its happy blue-white-red range, to reach 15-25 year-olds. This target has a strong online sociability which guarantees the virality of games on the Internet.Our concept is to increase the buzz by making the Internet user participate in 3 various athletic challenges: sprint, long jump and high jump. Banners supported the launch of the game on the website - lequipe.fr - which is one of the most famous sports magazines in France. We also sent a very special press kit, in the form of a boxer on a hanger, with an integrated USB key.Thanks to a webcam the players can participate in 3 challenges. The game mechanism is simple and funny: the quicker the player pulls up and down his pants, the faster his character will move to succeed the challenge. The player can see his score afterwards, he will be classified in the list participants, and will be able to share the game with his friends on Facebook.

The campaign unfolded as follows: - A PR and PR 2.0 action a few days before the launch of the campaign: 200 press kits were hand-delivered by a naked delivery man, and more than 1,500 press releases were sent - The campaign was launched on the internet, in the press and on outdoors. The making of it was launched on social networks- The Athena YouTube channel was created, and relays a video of the naked delivery man- The PR relationship is sustained as we send them exclusive material such as interviews. We also relay their answers and reactions to the delivery

The campaign results are very promising with: - More than 1.5m views on YouTube and other video-sharing websites (www.youtube.com/AthenaHappy) - More than 60 articles on influential blogs - About 30 articles in newspapers and magazines - 10,000 friends on Athéna Facebook fan page