To remind everyone of this dream we revealed the number of the legendary phone, and turned it all upside down. Instead of waiting for the winning call, they could now place the call themselves. The lines were open for 9 days, and you could place a call at any time. If someone picked up you won a prize, big or small. Everyone was hunting for the grand prize; one million Norwegian kroner.

We live broadcasted the phone, located at the National Lottery headquarters, for nine days. The live broadcast could be viewed at the campaign website, billboards, and at the metro station - places where people are waiting and killing time on their phones, so they just might place a call to Hamar. On the campaign website, you could also see all incoming calls from all over Norway.

With just a click you could call the phone directly from mobile banners placed in Norway's biggest newspaper.

With over 700 digital screens from northern Norway all the way to the south broadcasting live from Hamar, Norsk Tipping was receiving calls from all over the country.

- 25,9 million calls in 9 days. Population: 5 million

- 185 calls per second at the most intense.

- Probably the first time so many people have called the same number within a given time-frame.

- Organic Facebook reach: 71 % of the population

- 29 000 hours streamed live broadcasting.