T-Mobile decided to bring the campaign’s key visual to life and let an actual Rain of Flowers come down over a central square in Vienna. As easy as this sounds it involved massive logistics: 1000 kilos!!! of fresh rose petals had to be blown by wind machines from surrounding roofs onto a pedestrian zone.

The day chosen for this event was the first real spring day - guaranteeing a maximum of passers-by. All through the street loudspeakers were hidden to accompany the event with T-Mobile music, known from TV and radio commercials.To make even more of this T-Mobile needed to not only choose a location and time that maximized people traffic but also attract journalists and other opinion leaders (e.g. bloggers) without giving away the surprise to happen.

At the same time, all employees were bound into the happening by live streaming via webcam and other internal communication activities.

During the event hundreds of people enjoyed this special moment live: passengers, people from offices and shops, journalists and employees. Many people took out their mobiles to make calls and share the moment with others or recorded the scene. A proof of “Life is for Sharing” coming alive.

Only two hours later the first blogs, news, fan-pages etc went live on the internet. Austrian TV stations integrated documentary reports in their news the very same day and we even appeared on weather forecasts. Newspapers were full with articles and pictures next day.The event was talk of town.