The objective was to communicate the BILDmobil prepaid card offer for mobile phones in a straightforward, simple and entertaining way, just like it’s done by the BILD newspaper, and to achieve high sales in a short time.

We showed people calling with a copy of the BILD newspaper instead of a mobile phone, to illustrate the motto: ‘BILD turns mobile’. We showed them holding a folded BILD next to their ear. We used this in TV commercials as well as on posters, print ads, pos-material and www.bildmobil.de40,000 starter sets sold within the first two days, and more than 100,000 were sold in just two weeks.