Danone wanted to stop the Actimel sales slump in summer, when the main audience (housewives) leave the city.

We redirected marketing efforts to office workers to help them handle their stress and survive until holiday.

On our stress relief site, managers could watch shocking reality videos and find alternative ways to deal with stress.

Over 1,100,000 people saw the videos. 90% of views were viral.

Our site logged 550,000 views, plus 1,100 cries for help, and 175,000 uses of interactive applications.

Another 550,000 people saw the videos on YouTube.Actimel sales in Russia increased by 14%, awareness by 5%.

Offices were hit by a wave of nervous breakdowns: employees couldn't take the tension. Stress was winning the battle, and sometimes the outcome was lethal. Not everyone survived til holiday…The Internet – managers' favorite medium – was inundated with sensational messages and photographs, on popular search engines, news sites and online stock tickers. Blogs, chats, forums and e-mails were loaded with warnings and heated debates about the madness. Then came video evidence …

Actimel sales in Russia increased by 14%, awareness by 5%.

550,000 people visited the site. 150 uploaded the videos to YouTube, where another 550,000 people around the world watched them.

Total views exceeded 1,100,000. 90% were viral.

Plus:240,000 people tried the product.Live discussions on 2,300 pages of 530 blogs.Articles in 65 periodicals, including major business media.

1,100 cries for help.85,000 screensavers downloaded.90,000 bosses were virtually zapped (not a single real boss was harmed).The promotion will be conducted in Ireland and Hungary.