The agency developed a cross-media mobile marketing campaign. The focal point was a competition which was promoted via print ads, SMS, MMS-promotion teams, Internet and scratch cards. All entrants sending an SMS received an SMS coupon entitling them to a free sample of the CK one product. In order to obtain a viral effect, customers were lead to a portal where they could send off voice cards, SMS and scented photo postcards to friends. 5 million rub 'n' smell scratch cards were given away to let the customer experience the fragrance.

In September 2004, only four weeks into the campaign, CK one sales rose more than 500% compared to the previous year, to become the 3rd best-selling fragrance in Germany (according to Europe's biggest perfume retail chain Douglas). The overall media strategy, the competition concept and portal services hit the target group spot on. 30% of all competition entrants used the viral elements and thus extended the campaign reach far beyond expectations.