62 short films were created on mobile phones and entered into the new Telstra Mobile Masterpieces category - 10% of all entries into Tropfest.

The total media budget spent on this campaign was AU$9,753 for a rented email database. The open rate was 9.7%. It was screened on YouTube, and sent to various creative and film schools around the country.

It was quickly picked up and featured in 32 articles across print, radio, TV and online, including being showcased on MTV News, renowned as a cultural icon for the target audience.The total media cost per entry was just $157.