The main feature of Motorola v185 wasn't a 'feature', it was the fact that the fashion designer, Alexandre Herchcovitch, took part in its design. To launch this mobile phone and make it attractive to our target (people who were extremely fashion conscious), we created a promotion that turned the user into a stylist. Through an interactive tool, the user could create his own Motovitch T-shirt and be featured on a gallery that displayed the best creations in a hot site. The piece had a response rate of 0.8% and generated 2,660,467 impacts in one month.