We started with a TV and cinema commercial which introduces a number of excessively mobile people while the voice-over describes the Hi manifesto. Only those who are totally mobile minded would see the hidden phone numbers. Those who called these numbers were entered for a draw for five VIP memberships in the Hi Society. However some numbers were ‘blanks’. While the hidden message was not communicated, the word that the commercial contained hidden numbers spread like wildfire on blogs.

The Hidden Number campaign was a big success. More then 11.5 million unique visitors watched the commercial online and the hidden numbers were found within one week. People recognized Hi as a brand that knew how to reach and entertain them.