If they call the special phone number and sing the jingle via their cell-phone, the recordings are automatically sent to a special "radio-like" website and everyone can listen to other postings. Every week on the web, some recordings are chosen as and introduced by a famous TV-star. And finally, "the best recordings" were chosen from all recordings, and made it into real radio commercial.

Large number of target has joined and sang the jingle.Numerous magazines featured this campaign as an innovative approach. Name recognition has raised from 58.6% to 65.4%.