Lost Boys and FHV developed a campaign to promote the i-mode service of Hi to the 20-24 year old target audience. With the Bling Tool on the campaign site visitors could design skins for their phones for free and add special stickers that give a phone a more personal character. In the shop Bling Bling subscriptions were sold containing a phone with a special Bling Box. The Bling award 2005 was presented for the most beautiful ‘blinged’ mobile. Everyday the available 400 free skins were sold out within 10 minutes.