The cult greeting ‘Hellooo’ is created as a mobile greeting card with which friends can have fun: The alien 'Hellooo' is produced as a soundfile. 450,000 mobile profiles receive an initial text message with instructions on how to send on the soundfile to their friends’ mobiles. Participants text their friend’s first name and mobile number to a hub system, which calls this number and plays the soundfile via voice computer. The greeted person then receives a follow-up text message revealing the sender. All participants were chosen from the agency’s database and had given their permission (opt-in) to receive promotional text messages.

More than 250,000 mobile greeting cards were sent on, resulting in an overall response rate of more than 49% (of the initial 450,000 profiles). Unaided awareness increased from 21% to 61%. Viral 'friend-to-friend' effects produced the majority of all contacts, with every participant sending on the greeting to an average of nine friends. 91% of those receiving the greeting sent it on. For budgetary reasons the campaign had to be cut short after 18 days. Another interesting aspect: Market research revealed that participants had developed a better taste for Fanta after the campaign.