Right from the launch of the campaign the Mobile Special was a success and performed much better than expected. Within the first week 25% of the overall campaign target in the German market had already been reached (the complete running time of the campaign is 25 weeks – till October 2007). This is 80% more than expected.Furthermore, the different elements to drive traffic to the Mobile Special are also performing on a very high level. For example, the microsite provides a conversion rate of 20%.