The mailing staged the innovation eye-catching through a folder with a simple folding mechanic that, step by step, turns into the oversized ONE Smile user surface. Online (http://ku005gpa.papa.inode.at/one5/downloads.html) the ONE-donut works as fortune wheel, stopping at random at a topic and giving detailed explanation.The classic campaign, including 3 TV Spots, posters (24-sheets), print ads and POS Material, had the message that communicating gets easier but more multifaceted, that day to day life can be managed easier and that possibilities are expanded. The key message was: Choose new possibilities. In addition, one of the biggest Austrian newspapers has been published completely in blue colour communicating the new service.

ONE Smile Menu Downloads 24.10.2003-17.11.2003: 2.695. Response Direct Mail: 27.8%. The Mailing has been sent to 7.000 clients.