The concept is based on the element that best symbolises the portable phone, the most central part, the part that is most personal and most essential: the personal phonebook.

The phonebook allows us to develop a real 'sociology of the mobile', and show that with Bouygues Telecom you can communicate freely, as you like (voice, SMS, MMS, chat etc.) with everyone.

3) The representations of 'Mathieu’s' phonebook is, at the same time, surprising, unique, allegoric and very explicit.

4) The campaign is built like a saga: one place, reoccurring characters and episodes that are each a rendezvous with the public.

A powerful media strategy to bring the phonebook and its characters to life: Teasing posters with the 'actors' of the film and their number and messages.

National posters: urban posters / 4x3 / door claddings for the Parisian Metro / the lift doors in the car parks.

Magazines and regional newspapers.

A Mediatables operation for cafés, with a unique device of tables with figurines.

90 second film launching the event for cinema and TV, plus two 45 second versions with offers.

Web campaign with spectacular animations on the homepages of Yahoo, MSN etc.

Radio campaign of offers and services.