1 million free text messages is an unbeatable offer, but being an SMS millionaire is only half as much fun when your thumbs can’t keep up. With a wink and a smile, a fitness campaign aimed at future SMS millionaires was launched. A special bubble-wrap thumb trainer was developed in order to whip all thumbs into shape.

The bubble-wrap thumb trainers were available through posters in bars and club toilets, and through POS posters in all sunrise shops.

The campaign caused a sensation in clubs, bars and sunrise shops, above all by becoming a hot topic among teens. And last but not least: the number of new registrations increased considerably during and shortly after the promotion, exceeding any expectations held by those responsible for sales.