To gain presence, we booked four mega size banners on the street leading to the Town Hall Square and positioned silent dancers on a huge platform. On a tower in the Town Hall Square, we mounted a gigantic set of headphones over a banner featuring a SE phone. Four branded limos, with a young female crew, handed out flyers for a SMS-competition. We used bus-shelters to dispense badges with music messages to the target audience.

Our ambition was to generate hype and buzz around the sponsorship. This was certainly achieved with the high degree of media attention. The TV-station, TV2 Lorry, covered the event as did a number of radio stations. And finally MTV covered the silent dancers. In 3 days 10.794 SMS were received from the flyers and 2.240.000 exposures of the headphones.