We found that the best way to talk of the future of communications was to talk about its past. So we created a collector’s box that contained matches and pieces of wood to create smoke signals and two cans, a child’s game to talk through a thread. It also included an old mobile phone. With this trip through the past we invited guests to visit the future at the Telefonica stand.

37% of those invited visited Telefonica’s Stand. Double the attendance rate (15/37).