We were brave. 50% of the budget was allocated to outdoor, creating a massive presence which would be ‘always with’ our mobile audience. It perfectly suited the propagandist message of the challenge, achieving daily exposure to drive a daily habit. On-air endorsement from radio DJs in prime breakfast shows challenged people from the moment they got up. Couponed ads dared magazine readers to accept the challenge, and created a database. TV hammered the challenge home in the evening.

Nielsen recorded 43% year on year increase in sales, dramatically ahead of Danone’s targets. Marktest Tracking placed Actimel in the top ten for spontaneous awareness across the entire Portuguese ad market - an incredible achievement given the domination of global brands. By being brave in reducing our reliance on TV, we achieved a much more cost-effective use of the budget.