The campaign was implemented at the same time across all the communication channels mentioned below:- Press Event: A press event was set up to kick off the campaign. Vodafone and the ad agency presented the action to the journalists. The goal was to emphasize that the action could well be featured in the news. Once we would achieve that, then people would become interested about the product, but the key was to make sure that the press understood that the action was interesting enough to be granted media coverage.

- Outdoor advertising: The main action was carried out in two billboards. Both of them became part of the news and achieved a lot of media coverage, since the different TV stations and news reporters wanted to interview the people working from within the billboards. - Demos: Since the product was about a new kind of wireless landline offering, the character featured in the TV ads, Mr Graham Bell, was sent to the street and spent a lot of time showing those passing under the billboards how the product worked. - Street Marketing: We designed and manufactured a car that represented the concept “mobile office”. The car looked like a working desk, with everything needed to work: a phone, a computer, a coffee mug, ball-pens and the desk, of course. The “mobile office“ was driven along the streets in Madrid and Bilbao, communicating effectively and notoriously the virtues of the concept “mobile office” by Vodafone. - Microsite: A website contained all the product information and acted as a point of access to the action. Furthermore, the microsite acted as a gateway to the client´s online selling platform. - Online Streaming: The offices within the billboards had four webcams that broadcasted live through the Internet everything that was going on in the offices. So anybody logging into the microsite and seeing the images broadcasted by the webcams could see in real time that it was possible to work from anywhere wirelessly. The webcams were constantly visited during the three weeks the action took place achieving record numbers of viewers. - Blog: Since we wanted to engage the audience in a continuous two-way communication as well as follow up the message sent by the ATL campaign, we decided to create a blog in which Graham Bell, the main character of the TV campaign, each day wrote a post about what was going on in our society, particularly with regards to the technological evolution, but all from the perspective of somebody from another time. With the blog we managed to let readers know about Vodafone products in a very subtle and interesting way, and all in the aim of supporting the ATL campaign. - Online community: We carried out a public relation jobs online. We informed about the action to different bloggers, and invited them to try car we had designed as well as to stop by our offices. We also even asked them to write a post about our products from the offices within the billboards. On top of this, we had a team of online community managers that engaged in media activation activities, discussing with bloggers, leaving comments, helping position the videos in youtube or even creating fan sites in Facebook about the action.

The client has opened with this action a new type of communication strategy: The creation of actions that could become part of the news, that just because they were interesting could attract a lot of media coverage. The strategy has been tremendously successful and it has achieved over 32 million media impacts (not advertising impacts). And all with an average campaign budget. In fact, the overall ROI of the action has exceeded expectations. In words of the client: “This has been the best 360º campaign we have run, recovering by far everything we have invested”.As far as the consumer, the product information requests increased dramatically since the campaign started, demonstrating that consumers have become very aware of the advantages of the product offering thanks to the campaign.