We were fully booked 15 days ahead of our target deadline. Only in the first weekend, 15,000 consumers had already sent the video away and were in personal touch with our character, by email, by his Facebook, or by his blog. There was a 23% conversion rate among the senders of the email up to now. Emails are still being received everyday, and this is becoming a strong database and pre-sales are being made for the next season, with no use of media at all.