Our challenge was to position T-Mobile as a socially responsible brand among an audience of adult Poles. So we had to create engaging image activation.

We identified that our target carried their mobiles with them at all time, the mere action of carrying their handset was the simplest possible means of participation.

We let them to turn a daily walk to work, a weekend cycle ride or a trip with the kids to the park into something meaningful for society by using activity trackers, which were already popular in Poland.

We identified Polish charity Foundationas the perfect partner for our activity, with fundraising to support its efforts to help disabled children enjoy an active life. Disabled children would benefit from every step that our users took.

Our message reached 90% of Poland’s population – more than 32 millions of people.

We persuaded more than 530,000 people to download the app and take on the challenge.

In total they covered 80m kilometers over four months

Our Facebook fanpage gained more than 46,0000 fans, with 44% liking, sharing or commenting.

Our event earned 260 articles in media, coverage worth more than €340,000.

We changed the perceptions of T-Mobile with 34% of Poles now believing T-Mobile is socially engaged, significantly ahead of all other mobile networks.

But most importantly we earned 1m PLN (€240,000) for our charity partner.