We built a set where people could finally feel free to “throw away” their Ex's things without feeling guilty, because all the possessions were collected for NGOs.We had a speaker and a famous actress encouraging people to join the action. Flyers were given away with the promotion where they could try Meetic for free for one month and also download the pictures taken while they threw away the stuff.

To generate expectation, in the influencing area two days beforehand, we placed posters around surrounding buildings and entrances to people's houses, encouraging the target audience to gather their ex's and their own unwanted possessions in readiness for the promotion.

Hundreds of people joined us in the event, making donations for NGOs. As a result we collected more than 5 tonnes of clothing etc for charity.We also had excellent media response with more than 10 TV shows airing the event (three of them live). In total we had more than two hours of coverage from tv programmes whilst millions of people watched the event. The next day the news was published in several newspapers, and websites. The Meetic website also reported an increase of 56% in the number of people visiting the site.Everyone who joined us in the event got a free month website usage plus a picture taken whilst they were throwing away their stuff.