An election determined the winner, reminiscent of a political campaign. At first, consumers expressed their preferences between two Aquarius ads. Aired successively on prime time national television, viewers had the opportunity to vote both via internet SMS/MMS and via Interactive TV (a media first in Italy). Daytime television short formats further fuelled the spirit of competition. The winner was publicly announced after the competition, then aired on television and radio.

Awareness peaked at plus 27% points.Considered one of the most successful launches in company's history.1.8 Million hits on the site (www.votaquarius.it) and almost 25k voters