In our virtual callbox, people had to book their time slot and spend 60 seconds waiting for the phone to ring, with the webcam switched on. If it rang, they won a free ticket, and if it did not, they could come back and book another minute.

The best part about the campaign is that everyone could see this happen via a complex video-transmission system, which got people hooked and turned the callbox into a true viral video.

People became HOOKED and managed to spend 25 minutes a day on the application.

The campaign was run on relevant media platforms and social networks generating a great WOM effect and more than 70 media appearances.

There were 2 384 dedicated minutes. Many anxious spells of waiting, with users providing us with endless great moments.

Using an original means of interaction, we accomplished the toughest challenge: turning a simple promotion into addictive content for a very demanding audience.