We wanted to stay true to the core idea of the program and prove that The Phone can pop up anytime, anywhere. So we secretly hid mobile phones in the most widely viewed live TV and radio shows in Holland. And called them. The trademark ringtone interrupted the programs for minutes. When finally found and answered, the actual 'The Phone' voice-over told the TV hosts that the second season would be on soon. The hidden phones were programmed on speaker mode, so all the viewers heard the message as well. The commotion seen is real and it has the same feel as the program.None of the programs in which the phones were placed knew about it or were paid to cooperate in any way.

The stunt was picked up by several news programs, newspapers, weblogs, etc. We made videos readily available online everywhere minutes after things had happened.

Using the most widely viewed live TV radio shows as our stage made it possible to reach a great number of viewers. The fact that we ambushed these shows also led to a great deal of free publicity, which we incited by placing videos on the web and sending out press releases.

Total audience reached: more than 5 million people. The media value generated was estimated at 290,000 euros.

The number of viewers of The Phone more than doubled (first episode of 2008 vs last episode of 2007).