Brief was to get traditionally disloyal youngsters to commit to a new mobile subscription. We released a piece of new music by anonymous techno musicians. We created both vinyl and CD white label records and sent them to DJs to play and mix them in clubs with their music. CDs were handed out at festivals and concerts along with stickers spread nationwide. MP3 files spread through web networks. ZEROFORTY was a nickname that we registered to hundreds of web forums to promote the song. As the rumour spread, articles of this technically sophisticated mixing desk were written on websites and chat rooms worldwide. We carefully avoided any hints of the actual client and the product at this point. Next we offered this community the mobile subscription which e.g. included free text messaging for them to keep in touch and the mixing desk became a part of the actual product launch website.