The idea was simple: we knew there were going to be people waiting in front of the stores to be the first to have their iPhone4, and we thought they could wait in a better place. So we gave away life size paper dolls we called "avatars" to wait the line for them, and provided a two floor bus where the fans could chill out, surf the net, enjoy music and mojitos and interact with other fans who were arriving late to the line.

Vodafone reinforced its brand values and appeared as a young, fresh, fun brand, both for its own clients and for the people who didn’t know what the action was about.

Vodafone sold out the iPhone4 stock the night of its launching.