We established a strong initial positioning that would clearly reflect the distinguishing feature of this innovative mobile phone that also handles email. Under the concept, "Blackberry 7100v from Vodafone is the latest thing in pocket mail", we sent out an exclusive gift: a box that contained a folded shirt with this new mobile device sticking out of the pocket. This attractive product presentation attempted on the one hand to reinforce in a very literal way the concept 'pocket' and on the other to speed up trying it out. Using the fashion aspect we emphasised the concept of novelty (the latest thing this season in innovative technology, design and ways of working).

80% awareness and campaign recall.