Two climbers spent two weeks living, eating and sleeping on a 7.2 metre platform extending from a billboard advertising the show, 16m above a busy Budapest road junction.

Whilst there, the two kept a daily blog written on laptops with wireless connections and also replied to SMS messages from the public.

The experience was featured in the Budapest Metro newspaper and in a regular radio slot on a Budapest-based radio station.

The outdoor campaign showed that perception of the Discovery Channel was up 87.8% with total preference up by 155.1% and total activation up 178% compared to the category average, according to Szonda Ipsos. The programme attracted a 400% increase in the target young urban male audience, according to AGB/Advantage.