We turned travel agency staff into "prescribing physicians". Thanks to the prior training we provided, they cleared up any doubts their clients might have, and gave them a manual and a Vodafone luggage label, identical to the one shown in the campaign they used to decorate their shop windows. We turned the product into one more item of luggage for them and also, we targetted the entrances to the airports using non-conventional media methods.

Over 100, 000 direct contacts were established through the travel agencies. The rate of response grew 27% over 2004. The agencies that were used for the campaign are even today still asking for manuals and luggage labels for their clients.