On a website, users were able to complement the first part of a “Bauernweisheit” with their own words and publish them in a public gallery. This way they automatically took part in the competition to win product-packages, PENNY-vouchers or a huge plush iconic Milka cow. We also had our own testimonials to raise awareness of the activation with short, funny clips of farmer Schorsch. He was put in front of a camera to present his own poetic versions of the “Bauernweisheiten”. In the end, these clips were posted on the PENNY social media channels to drive users to the competition website.