The idea was to get the audience to look at their mobile phones and realise that no one was calling them. In effect, to communicate that with ‘My 5 from Orange’ they’ll receive more calls and their phone won’t stop ringing.We recorded the static noise of mobile phones and used it on the radio.We bought ‘radio mentions’ (ad spaces that air during the radio station’s musical programming) and we put our static ad there, over the music.

Two weeks later, ‘My 5 from Orange’ sales had increased 20%.

Because our static ad was disguised and did not seem to be advertising, we avoided rejection. In this unexpected and surprising way, we achieved 25% more reach.