A major part of the campaign was to explain the actual purpose of the project. We achieved this by communication in various media channels featuring both: the hero, Philippe, and T-MOBILE’s products. Another important part was to follow Philippe on his tour across Austria: Regional print media worked best to raise awareness. Negotiated free PR space gave the project a less promotional and more content-like character. Apart from up-to-date print and Facebook communication media coops with the national radio station Kronehit supported the SCR character of the campaign; they featured daily updates of the journey in their weather forecasts. TV cooperation with Seven One Media and web-based activation to meet Philippe and walk with him for a while were also major parts of the campaign.

Philippe’s project triggered free PR across all channels. YouTube counts more than 10,000 video views about his journey. When Philippe arrived in Vienna, he had more than 60,000 fans in his Facebook community, the most popular page of Austria, underlining T-MOBILE’s claim ‘life is for sharing’ impressively.