End 2007-Beginning 2008, VME launches a new service platform named zaOza with a strong, exclusive and differentiating promise on a struggled and undifferentiated market: digital contents for mobile.Objectives: Trigger 100,000 subscriptions by the end of January 08Awareness and ImageCreate a strong communication territoryTarget population:15/25 years oldPeriod: between November 07 and April 08

Communication strategy:We created a strong and original spokesman and territory: fake magic and a fake magician using the real magic of zaOza to make himself interesting and magical.A strong question: "Is it magic or not?"Implementation: We put together a viral/buzz campaign echoing the street magic's communication territory: viral movies, dedicated website, print, MMS and VMS on mobile phones, and TV films.