36.6 appeared in the TV shows they talked about and on the online forums where they kept up with the gossip.

When they were out so were we. Messages ran on signs in parks, on the sails of boats, as reverse graffiti, stickers around town, on digital out of home and on TV screens in electrical retailers.We appeared in the listings pages as they planned their nights out and via a unique 36.6 bus service, that also acted as a sales channel with the crew selling SIM cards. The busses carried passengers free of charge in key cities, ferrying young Poles to the pubs and clubs that form the basis of their social lives.In a media first 36.6 appeared on and in the snack dispensers that the target audience used to refuel. Snack dispensers in Warsaw were adapted to sell 36.6 start-up packs alongside chocolate.

Consumers fell in love with 36.6 and began dialling up in huge numbers, smashing every sales target. In August – the second month of campaign – sales were more than 90% ahead of target. Sales over the entire three-month campaign were 57% ahead of target.Our closest rival conceded that the launch of 36.6 was the “most envied campaign” of the summer.