The programming grids of all the main national TV stations were full of cameramen suffering from the same addiction. Hours after their programmes ended, they were still there, behind the camera, lost to the world with their Vodafone flat-rate. That is why we simulated live broadcasts from these programmes, where directors, producers and others would come to the “rescue”. We had aroused the audience’s interest: "what’s going on in …?!" The programme finished hours ago!”

With one of the lowest budgets, this was one of Vodafone’s most-remembered campaigns in 2005 (15% above annual average). Each “connection” reduced the cost of the commercial by 42%. We obtained +37% client registrations over target.