While its competitors maintain a 1-minute minimum charge for each individual call, for the very first time in France, Orange introduces 'Calls billed by the second, from the very first second'.The media team proposed a campaign composed of the thousands of brief telephone calls placed everyday, with a ground-breaking media plan :• appropriate a period traditionally left over by advertisers (August);• create an event, positioned in all mass media• quantitatively: provide each media with multiple and varied creations (50 dialogues altogether);• qualitatively: develop context-based creations for poster and press ads (35 dialogues altogether) as well as a series of non-conventional formats on one same screen, for TV and radio;• initiate the whole event with a 3-day teasing campaign (posters) to generate the buzz.