The idea focuses on how a typical war situation has changed since the advent of the Internet. The power of the Internet allows us to meet more people and have more ¨dates¨.

Photo studios were set up so that people could enhance their profile picture having a professional one. These photo studios were placed on the most relevant city spots for the target audience, and went round the city looking for further people. On www.ponetelindo.com, apart from being able to download pictures, an online application was made available so that everyone could have their professional profile picture.The campaign execution consisted of a viral video and its corresponding mass TV teaser, newspaper print-ads and radio. On the digital side, it was spread along search engines, blogs and different communities, together with a banners campaign

The action was carried out during 15 days, in this short period the outcome exceeded expected results: •9,615 people visited the photo studios with an average stay-time of 7 minutes.•125,032 people visited the site, with an average stay-time of 3 minutes•Over 23,000 people changed their profile pictures.•7,600 new friends were gathered on Fibertel’s fanpage.•18,000 people watched the viral video on Youtube.•The action had such repercussions that it was picked up by the two most relevant newspapers in the country and reproduced in hundreds of media spontaneously.