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 stuck mobile phones under host's desks in the most widely viewed live TV and radio shows in the Netherlands. And called them. The trademark 'The Phone' ringtone disrupted the programs for minutes. When finally found and answered, the actual 'The Phone' voice-over told the TV hosts when the second season would start. The hidden phones were programmed on speaker mode, so all the viewers heard the message as well.

Using the most widely viewed live 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.

The total audience reached: more than 5 million people. Total media value 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).