In addition to the TV-campaign we recommended a national campaign with illuminated poster including an interactive, lit-up mobile point. These shiny mobile points are positioned at highly frequented locations (8,000 all over Germany) and allow the consumers to download the song from the TV-copy (Blue Monday by New Order) to their mobile phones via Bluetooth interface or per SMS-Code. Secondary online special ads allowed to download the song directly from the Internet to the mobile phone.

The Mars-Song was downloaded more than 52.000 times over the interactive mobile points or the Internet. The campaign led to a 27% increase of brand recall as well as increase of brand appeal of 71% within the target group. As a consequence the sales boosted 7.5% during on-air period.