The presenters of leading programmes announced the commercial break, but before it commenced they connected their mobile phones to enjoy the benefits of the Vodafone promotion. Then, the endless chain of commercials is broadcast, one after the other. When, at last, the programme comes on again... "the presenters are still talking on their mobile phones!" They have spent the entire commercial break talking and have only paid for one minute, thanks to Vodafone.

With these actions we contributed to achieving a 71% higher impact on the average impact rating referred to all campaigns broadcast on TV. Vodafone obtained a 29% increase in its business forecast.