We wanted to let the target audience experience for themselves that t-zones really can help you start something big. That's why we came up with the idea of attempting to break the world record for pillow fighting. The group was invited to the record attempt with a DM piece that contained an authentic training pillow. Recipients were encouraged to use texts, mms, e-mail and voice to have as many people as possible join them in the pillow fight. A practice game was sent by e-mail which could be forwarded.

Around 400 people took part in the pillow fight and set a new official Guinness World Record.The event resulted in lots of free publicity. One national daily even featured it on its front page.