Our aim was to promote Olympic values: respect, healthy sense of competition, joys of an active lifestyle - as widely as possible.

We chose a place which millions of Russians visit every day, and which is not usually associated with pleasant emotions - Moscow metro. And "Olympicised" it a bit: by setting up a ticket machine which sold tickets not for 30 rubles, but for 30 squats. And anyone could use it.

The campaign got a huge reaction all over the world. The story was covered not only in Russia, but was also featured in main international media. We got more than 30 stories on the world’s TV channels, more than 70 news on Russian federal radio stations, hundreds of announcements in Internet media and thousands - in social networks.

The video about the project got more than 3 million views on Youtube. And more than 11,6k people used the machine during a month of its operation. Altogether they did 350,872 squats.

Throughout creating the project we had been taking into account that it could turn out to be the media content.

We wanted to draw media attention to the project, although realized the machine couldn't be used by more than 10k people in Moscow.

That was the reason we organized the opening ceremony with famous Russian sportsmen. Later on the machine was open for public access and reportage shooting. Every reporter could personally interact with it and show the results to his audience.

A week before the machine started operating, the Russian Olympic Committee had announced its launching and opening ceremony with famous Russian sportsmen.

The opening was held on the 8th of November 2013 with the press attendance. At the same time we started spreading the project video on the Internet.

Intense attention to the project lasted for two weeks. Several days before the machine was removed from the subway, the campaign was once again covered by media but this time with final numbers of how many squats had been done and how many people participated.

The campaign was proceeding according to plan.

The machine was used by 475 people every day and many of them came from the other cities just to do squats. More than 11.6k people used the machine during a month of its operation. They did 350,872 squats.

The campaign got a huge reaction all over the world. The story was covered not only in Russia, but was also featured in main international media: Forbes, WSJ, Time, BBC, CNN, and many others. The video about the project got more than 3 mln views on Youtube. 96.4% of rates were positive.